The Next New Reality
Hardware-based wearable computing focused on augmented reality (AR) and virtual reality (VR) has already been crowned the next megatrend by leading technology analysts and pundits alike. Many industry-leading companies including Google, Facebook and Samsung were announcing dedicated divisions and offerings in the space ranging from hardware to content. As a small, unknown startup based in Florida, Magic Leap was facing several challenges including general industry awareness and credibility. In addition, Magic Leap was interested in creating a category that more accurately described their offering which lies between AR and VR. Christened cinematic reality by Magic Leap’s CEO, he challenged us to support the early-stage executive team with strategic research, positioning recommendations and a slow-burn reveal plan to announce the company and its technology.
We conducted both original research as well as engaging industry stalwart analyst firms to assemble research on wearable computing, AR, VR and consumer adoption rates and drivers of mobile technology. Beyond in-depth research, we also concepted an overall strategy for the requested slow-reveal plan which included positioning and messaging, as well as tactical implementation of campaigns and programs.
MEASURE OF INFLUENCE
Utilizing our overall strategy and communications planning blueprint, Magic Leap burst onto the scene with a gravity-defying $542 million series B investment round led by Google, with participation from Qualcomm, Legendary Entertainment, KKR, Vulcan Capital, Kleiner Perkins Caufield & Byers, Andressen Horowitz and Obvious Ventures, among others. In addition, utilizing its partnership with Weta Workshop, the special effects gurus responsible for The Lord of the Rings and Hobbit movie series, Magic Leap has been the subject of thousands of teaser stories from technology trades and national business press to entertainment and consumer interest magazines, all speculating on Magic Leap’s forthcoming product offering.