Biamp has been a leader in the audio end of the professional AV market for 40 years. Chances are, the last time you were in an airport, convention center or mall, you experienced their product. But for this project, Biamp asked Incubate to help launch a new direction for the company: Real-time video. TesiraLUX is the world’s first high-quality, real-time 4K video distribution solution with lip sync capabilities.
The Incubate lab went to work, devising an integrated social media campaign designed to rally industry decision makers around TesiraLUX and draw them to the product launch.
The campaign began by enlisting our audience, aka the Chosen Ones, to join Biamp’s “secret mission.” Over the course of five weeks, we engaged our audience with videos, Facebook ads, tweets, texts, a WhoIsTLux.com website, an elaborate direct mail piece and a custom Google Cardboard giveaway.
What began as a series of teasers, evolved into a full-scale frenzy leading up to the TesiraLUX launch—and the premier of the product video we also created—in front of hundreds of fans at Infocomm 2016.