Durham Sees Through a New Lens
Google Glass Launch Sparks a Buzz in Local Media
Google chose the Triangle area of North Carolina to host its first-ever public event for individuals to test out Glass, a wearable computer device invented by Google[x]. With the event, Google sought to ignite the Triangle with excitement for the release of the new technology to traditional consumers, as well as gain their feedback on the technology. Setting out to give as many people in Durham a glance through a new lense, Largemouth Communications strategically created buzz through local print, broadcast and online media to drive traffic and RSVPs from citizens throughout the greater Raleigh and Durham areas.
Largemouth devised a media relations strategy to build awareness of Google Glass and drive Triangle residents to attend the Glass event in Durham. The campaign focused on Google’s key messaging for Glass’ inventive features through the views of local citizens. One such view was that of two local students at the University of North Carolina at Chapel Hill (UNC-Chapel Hill), developing a Glass application called Healthy Bytes. By speaking with these developers, reporters were able to witness how local individuals are already exploring the technology and how it can be used to improve personal health. While many Google employees were prepared to speak with media, Largemouth focused on interviews with Triangle-natives Devin Buell and Wilson White, adding a personal and local touch to the innovative technology story. Largemouth drew on its relationships with local and statewide print and broadcast media to secure a full day of media interviews during a V.I.P. preview the day before the consumer event, allowing media to experience Glass and interview local spokespeople before capturing the event excitement the next day. Largemouth also drew on its connections with nearby universities like UNC-Chapel Hill to build additional buzz among students. Building off its relationship with UNC-Chapel Hill’s School of Journalism and Mass Communication, Largemouth was able to surprise students studying new media technology with a special sneak peak of Glass. This was the first ever demonstration of Glass at a university, resulting in stories that shared the real applications and potential of Glass.
The Glass launch event in Durham sparked a media buzz, reaching Triangle-area residents an average of 7.4 times with more than 23.7 million media impressions. By offering an in-studio exclusive to WRAL, the most viewed broadcast station and website in the Triangle, Largemouth secured 10 broadcast stories and five online stories by the outlet alone, featuring Glass as the biggest news story of the day. News of the Glass launch made waves through the community quickly, resulting in all 3,000 tickets for the event being secured in a matter of two days.