Launching XR New York with Silver Spoon

The Client

Silver Spoon creates and deploys innovative real-time content and engaging experiences with an end-to-end virtual production platform built on Unreal Engine.

Its team has delivered visual work for a range of big-name projects, including the groundbreaking television series Alter Ego for Fox, Netflix’s Iron Chef, and the Superbowl.

The Brief

Silver Spoon asked us to promote the launch of its new XR and LED Studio, XR New York. Our main goal was to generate awareness around the launch, increase website traffic and generate leads. With this objective in mind, we created a complete PR & Marketing strategy that included PR, marketing content, organic and paid social media, SEO and ads.

The Strategy

PR

Ahead of the public revealing of XR New York, Grammatik looked to build momentum by setting up an exclusive PR opportunity with Adweek, which receives over 2 million monthly visitors. The piece, This Zaxby’s Spot Shows Just How Much Extended Reality Is Changing the Commercial Game, not only featured Silver Spoon’s XR New York Stage, but also placed them as leaders of this extended reality revolution in front of potential clients in the advertising world. 

Aligned with these efforts, we also secured features on press articles covering virtual production such as this piece for IBC.org and this interview for Newscast Studio.

In addition to these strategic articles and features, we crafted a press release that was published by key trade press such as Post Perspective, TvTechnology and Post Magazine, amongst others.

Improving search results

To boost search engine results for XR New York, who competed in search rankings with Extinction Rebellion (also known as XR), we created an ad campaign via Google with geographical and keyword targeting as a quick way to appear as a top result.. For the long term, we created a content plan based on keyword research. We also performed an SEO audit on the website and optimised all of the pages.

Social media 

Organic and paid social media posts were also an integral part of this campaign. We worked with the Silver Spoon team to create engaging assets and also boosted the campaign’s best performing organic posts as a way to expand our reach to a wider, but still relevant audience.

The Results

Extensive PR coverage via press releases, exclusive articles, features and interviews.

508.5% increase on LinkedIn impressions for the duration of the campaign.

+40K Google ad impressions which resulted in increased website traffic.