merit
No stranger to disruptive brand and product launches, Planit proposed an audacious solution—an official launch at CES 2024, the epicenter of tech innovation. To change consumers’ expectations of what is possible with electric grilling (and to show them what’s been missing from their own outdoor cooking experiences), Planit dreamed up an experiential, tech-forward booth concept electrified by cooking demos, culinary samples, and collaborations with a celebrity chef and influencers.
The solution was to bring this better grilling experience to the masses through earned buzz, high-profile content, PR events and earned media coverage, and a constant flow of foot traffic.
Tactics Included:
Experiential Booth at CES in the Central Plaza with live cooking demos each day, product displays, and a tech-forward design
Entry to the CES Innovation Awards in Fall 2023
Pre-CES Outreach to Generate Media Interest
Media launch event at CES Unveiled the week of the show
Satellite Media Tour during CES with nationally syndicated Tech Reporter Jennifer Jolly
Live celebrity cooking demonstration with Esther Choi on Day 2 of CES
Post-event media outreach
W. C. Bradley Co., the company behind Char-Broil, set off on a daring venture – creating a premium standalone brand, Current Backyard, to revolutionize outdoor living with a flagship, one-of-a-kind electric smart grill — Current Model G Dual Zone Electric Grill — which reaches a searing 700 degrees on a standard outlet.
The challenge was substantial: To not only launch an unknown brand and product but to overcome the skepticism plaguing the electric grill category. Oh, and also claim the crown as the world's best electric outdoor cooking brand.
Product launch goals included:
Brand Awareness and Recognition
Product Launch Impact/Reception
Customer Engagement
Feedback and Market Validation
Pre-Sale Interest
Current Backyard's recipe for success paid off with a successful brand and product launch just weeks before the product was available for sales online:
The Results?
CES Innovation Awards 2024 Honoree in the Smart Homes category
"Best of CES" accolades from USA Today Reviewed and Gear Brain
800M+ PR impressions
4464% increase in website traffic the week of and after CES 2024
94 PR Backlinks to CurrentBackyard.com
3K Social Media engagements with PR Placements
900K+ Organic Social Media Impressions
In the months that have followed the product launch at CES, we continue to see the pay off from CES in the form of product requests, product features and reviews from the media we met with that week. Current Backyard has also earned an impressive 2.4B PR impressions to date in 2024.
