Technology is no longer just TVs, smartphones and gadgets. Today's technology is helping mankind by keeping us healthier and safer and making our world a better place to live. The Consumer Technology Association (CTA)™ created the Tech Changing the World campaign to tell the story of CES—the harbor for life-changing tech.
The goal and objectives for the Tech Changing the World Campaign include:
The campaign was driven mainly through promotion on digital platforms. The content-marketing campaign began in July 2015 and continued through the launch of CES 2016. It highlighted how the technology shown at CES is helping to improve quality of life for people all around the world by featuring six different topics.
Each topic featured a 15 second video that was promoted on social channels and featured on CES.tech, homepage promotion on the website, ads on CES.tech and blog posts highlighting each topic. The following is a list of the Tech Changing the World blog posts:
Tech for the Developing World
3D Printing
Unmanned Systems
Health
Smart Home
Automotive Tech
We worked with CTA members, CES exhibitors and other partners to create and curate content. We partnered with the CES 2016 advertising agency, C73, to produce short teaser videos about each month's topic. All content was pushed out with the #CES2016 hashtag to increase conversation and engagement.
To gauge results, the Digital Marketing Team developed a comprehensive report to outline the progress of the digital marketing efforts. The success of the campaign was measured by tracking key metrics, including:
