Each year, thousands of the world’s top tech brands congregate in Las Vegas to show off their latest and greatest inventions at the Consumer Electronics Show (CES), the world’s largest tech convention. Last year, which marked the 50th anniversary of CES, there were nearly 200,000 industry professionals and 4,000 exhibitors in attendance.
As CES grows and evolves, tech influencers are becoming closely intertwined with the event. Read on to see why influencer marketing is becoming a critical component of many brands’ CES strategies, and how three major brands are leveraging tech influencers at CES 2018.
Tech brands reach thousands of industry experts through their presentations and exhibits at CES, and millions more through media coverage. However, with thousands of tech giants in the mix, it can be difficult to stand out from the crowd.
In order to make a splash at CES, many brands have begun to recognize the value of partnering with prominent tech influencers. Creating sponsored content with tech influencers enables brands to expand their reach from the 185,000 CES attendees to the millions of tech enthusiasts and consumers worldwide who avidly follow influencer channels.
As influencer marketing continues to grow rapidly, tech influencers on YouTube and Instagram are becoming key opinion leaders within the industry, attracting millions of devoted fans who value and respect their opinions on the latest gadgets. Since tech influencers are best known for reviewing cutting-edge consumer technologies, partnerships with brands at CES are a natural integration.
A creative CES influencer marketing campaign has the ability to enthrall and captivate audiences beyond digital or traditional ads and magnify a brand’s presence at the event. Below, we break down how three major brands are leveraging the power of influencer marketing at CES 2018.
1. Huawei Mobile Leverages Influencers At CES To Promote Its US Launch
Huawei Mobile, a Chinese telecommunications company, is the third largest smartphone manufacturer in the world. In preparation for the US launch of its newest smartphone, the Mate 10 Pro, Huawei secured partnerships with three tech macro-influencers: Jonathan Morrison of TLDToday, Linus Sebastian of Linus Tech Tips, and Judner Aura or UrAvgConsumer.
With 5 million subscribers on YouTube and over 340,000 Instagram followers, Linus Sebastian is one of the most well-known tech influencers of all time. As part of the campaign, Linus posted one sponsored Instagram post announcing his appearance at Huawei Mobile’s CES booth, encouraging his followers to visit.
He also created one sponsored Facebook Live post that features Huawei Mobile’s keynote speech. Facebook Live and livestreaming videos can be a standout sponsored content format with notifications to draw in audiences. While Huawei’s Facebook page has more likes than Linus’s, his Huawei livestream promotion received more than 700x views when compared to Huawei’s own CES livestream video.
Linus’ presence at Huawei’s booth enticed fans at the event to engage with the company, and his Instagram post successfully raised awareness amongst the remainder of his fans. While he does not explicitly recommend the product in any of the sponsored content, his alignment with the Huawei Mobile campaign implies his endorsement of the product, helping the foreign company generate positive brand awareness in a new market.
2. Toyota Reaches Millions Through Its CES Partnership With Austin Evans
Japanese car company Toyota announced two specific innovations at the event: a vehicle and mobile service called the e-Palette Alliance and its latest futuristic concept car, the Concept-i. To promote its presence at CES and the two technologies, Toyota enlisted the help of Austin Evans, a top tech macro-influencer well known for his varied product reviews.
In partnership with Toyota, Austin posted one Instagram photo of himself in the Concept-i car and also streamed a Facebook Live video of Toyota’s CES press conference. Austin expertly leveraged the quickly digestible format of Instagram photos to showcase the stunning appearance of the Concept-i car. In doing so, he created instant buzz about Toyota’s presence at the event.
In addition to the Instagram post, Austin’s Facebook Live video allowed his tech-interested followers to easily watch Toyota’s press conference and helped Toyota reach a wider audience beyond physical attendees.
Related Post: How Car Brands Are Marketing With Top Social Influencers
3. Intel Teams Up With Micro Tech Influencer Karl Conrad
Tech unboxings and “Best of Tech” videos are trademarks of micro-influencer Karl Conrad’s tech YouTube channel. Since starting on YouTube in 2012 he has accumulated over 370,000 subscribers and nearly 45,000 Instagram followers. Karl teamed up with Intel to showcase its 2018 CES booth in the form of one sponsored Instagram photo.
Apart from positioning Intel’s booth as a highlight of his CES experience, Karl encouraged followers to engage with the brand by tagging its Instagram account in the photo and caption.
Although he has a significantly smaller following than Austin Evans and Linus Sebastian, Karl’s engagement rate of 11% was significantly higher than Austin and Linus’ engagement rates of 7.5% and 5.5%, respectively. This illustrates certain advantages of properly selected micro-influencers. To learn more about the advantages and disadvantages of micro-influencers, see our case study here.
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