The American public has a love affair with speed. We leveraged that “love” to engage consumers, and spark interest and demand for the one-of-a-kind speed measurement device Pocket Radar: the world’s only palm-sized, full-performance speed radar device. When it launched at the Consumer Electronics Show in Las Vegas, the dual messaging platform that we created had to resonate with two sets of audiences — professionals and everyday consumers. Pre-show, we sent creative media mailers to pique curiosity and generate word-of-mouth buzz. The product’s innovative technology, a break-through Doppler radar sensing and processing system, earned it a CES Innovations Honoree award, which was highlighted and leveraged to secure one-on-one interviews and post-show product reviews. The resulting coverage totaled 202,722,673 media impressions.