Parrot’s ANAFI USA drone was a vital product introduction for the company. It represented a deeper commitment into professional verticals, where demand for a versatile enterprise-class drone with exceptional security features was at an all-time high. The product introduction would need to make a big impact, but the COVID pandemic shifted the direction of the launch.
The Airfoil Solution
The planned in-person product launch event was no longer an option. In a few short months, Airfoil worked alongside Parrot to develop a new strategy, messaging, and launch format. Our goal was to organize and manage an embargoed virtual media tour and launch event -- one that would drive just as much interest and coverage as a traditional product launch.
Our comprehensive product launch strategy helped Parrot overcome unforeseen challenges, including product changes and a global focus on social distancing. Parrot's virtual event hosted 28 people worldwide, including consumers, key media, and business partners. The resulting coverage garnered more than 148.6 million impressions in outlets including CNET, PCMag, Protocol, Slashgear, and TechRadar.
“It’s called the ANAFI USA – a name that touts its Made-in-America status at a time when there’s been some push-back against Chinese-made drones over alleged security concerns. The product will retail for $7,000 US and features an array of sensors including thermal and 32X optical imagery, as well as enhanced data security features.” – Scott Simmie, Drone DJ
Interviews conducted under embargo with influential trade and tech media
RSVPs to virtual press conference
initial pieces of coverage from launch event
Media Relations + Media Strategy + Content Development