For more than 110 years, American Greetings had been creating meaningful connections. And for the past 50 years, The Consumer Electronics Show was the premier technology event for the latest and greatest innovations. As an untraditional brand at CES, American Greetings sought to introduce the tech world to a messaging device like no other to remind hyper-connected consumers that greeting cards still matter.
316M earned traditional and social impressions. 280+ earned traditional and social media placements. 2,793 visitors over four days.
2,403 cards mailed to 48 countries. 350 videos made at the Create.Record.Share station.
In targeted social media, in taxi cabs and at the airport at CES in Las Vegas, ads announced the launch of “a device like no other”. A device with 360-degree interactivity, unlimited memory, vivid display and no charge needed, it was the thinnest, most powerful messaging device ever. And it was revealed to be the greetings card. At CES, many, like actor and author Nick Offerman, were prompted to start talking about the power of the hand-written word.
If you’re a millennial, then you’re a digital native, and CES in Las Vegas is almost certainly going to be an event you’ll read about, if you don’t actually go (185,000 attendees in 2018). So people are going to be expecting to hear about and discover amazing new concepts. What a fabulous idea for American Greetings to hype up their incredible new gizmo only to reveal it to be one of the oldest forms of communication known to the world. The humble greetings card. The fact over 2,000 tecchies actually used snail mail to send messages home says it all. No medium is quite so personal or so intimate.