Using a “sneak peek” media strategy to drive stunning coverage for Sulon’s VR + AR HMD

Willis Collaborative has a reputation for being able to translate complicated technology concepts into compelling and easily understood marketing and communications efforts that excite everyone. It’s for that reason that Sulon Technologies engaged us for the unveiling of its Sulon Q headset, a new VR headset that it was eager to spotlight in the midst of a very noisy media landscape.

Sulon turned to Willis Collaborative to prepare the messaging and positioning of the product, and define a media strategy that would generate significant coverage. We were faced with several challenges: for one, the product wouldn’t be shipping at the time of the announcement so our strategy had to effectively build buzz without promising the product’s immediate availability. Second, demos using the product wouldn’t be possible for press. Willis Collaborative proposed a “sneak peek” announcement around the Game Developer Conference, and focused messaging on a simple yet compelling value proposition: the Sulon Q being the world’s first and only all-in-one, tether-free, “wear and play” headset for VR and AR. No computer needed. Just put it on and go. Along with the announcement we also pushed out videos of the headset and an example of the experience you can expect while using it.

Through a concerted pitching effort coverage for the sneak peek of the Sulon Q was enormous. Willis Collaborative secured coverage in hundreds of media outlets worldwide, including Wired, Engadget, Gizmodo, Kotaku, Polygon, PC World, PC Magazine, Mashable, CNET, Road to VR, UploadVR, VR Focus, GameSpot, ArsTechnica, Tom’s Hardware, The Next Web, and DigitalTrends.

Willis Collaborative secured coverage in hundreds of media outlets worldwide