The smartwatch phenomenon has grown slowly but steadily over the past few years, as consumers have begun to embrace wearables as essential pieces of technology – especially consumers who lead an intense, outdoor lifestyle. But that rugged lifestyle requires a rugged smartwatch. Enter the Mission by Nixon.
TURNER helped Nixon make a splash in the crowded smartwatch category with the launch of the Mission, the world’s first ultra-rugged action sports smartwatch. Built on the latest technology from Google’s Android Wear™ smartwatch platform and with Qualcomm’s Snapdragon™ Wear 2100 system-on-chip, the Mission features a suite of custom applications tailored to action sports activity tracking. The smartwatch also features a category-first 10-ATM water resistance rating putting its functionality and durability above competitors.
The Mission just might be the perfect smartwatch. TURNER set about giving it the perfect launch. Liaising with Nixon and the Google and Qualcomm communication teams, TURNER helped develop and execute a global public relations plan designed to firmly establish Nixon as a leader in the category. Incorporating gifting, deskside appointments, and ongoing creative pitches targeted to not just action sports audiences, but also to travel, fashion, fitness, tech and business press, resulting in vast brand and product coverage in top tier tech and lifestyle sites.
Mission accomplished. Writers and editors loved the Mission’s unique capabilities, giving the Mission coverage in Fast Company, Digital Trends, GQ, Mashable, Men's Health, National Geographic Adventure, Outside, Popular Mechanics, and much more. In the early stages of the campaign, the Mission smartwatch garnered over 800 million total known impressions, cementing Nixon’s credibility in the smartwatch space.