The Challenge

Pixie, a new tracking device using AR to locate lost items challenged Tandem to launch its latest version at CES despite having no official presence at the show.

With a limited budget of under $15,000, Tandem implemented a strategy to stand out from the crowd of 4,500 exhibitors, 185,000 attendees and 10,000+ product launches.

The Solution

Embodying the philosophy of “Fake it until you make it” Tandem executed a strategy of launching Pixie at the same time as CES acting as if the company was at the show.

Reporters were pre-briefed well in advance with meetings and “hide and seek demos” staged at a close-by Vegas hotel room. The company’s official launch release was issued the day CES commenced.

The Result

Despite not officially being at CES, Pixie was named as one of the best products to see at the show by several titles including USA Today, Engadget, Irish Times, Mashable and Entrepreneur.

Pixie was one of only 12 products selected during CES to be featured for the Fox Morning Show live broadcast.

We secured 212 placements in 6 days for Pixie.