Softbank Robotics

When you’re debuting a brand new kind of robotic assistant, you need to maximise coverage while minimising risks.

Rolling Pepper the robot out to the masses

SoftBank Robotics are the geniuses behind Pepper, a humanoid robot designed to support businesses with a suite of intelligent customer engagement functions. We were tasked with managing the announcement of Pepper’s first US pilot program, a three-month deployment in San Francisco and San Jose, where the robotic marvel would greet its biggest North American audience to date: Westfield shopping mall patrons.

Due to concerns about how Pepper would perform in a live, chaotic environment, we were sure to devise an announcement geared to minimize risk. We hosted San Francisco Chronicle reporter Benny Evangelista for a ‘preview’ one hour before the launch of the pilot, giving him ample time to speak to SoftBank’s team, meet key Westfield stakeholders, and interact with Pepper within the context of the holiday shopping season without any distractions.

The team amplified Pepper’s story among local broadcast and tech/business press, yielding more than 75 million impressions across the holiday weekend. As well as the Chronicle, coverage of Pepper’s pilot was featured on local TV stations KTVU (FOX), KOFY (IND), KNTV (NBC), and KGO (ABC), as well as TechCrunch, Mashable, PC Magazine, Quartz, Entrepreneur and Robotics Trends.

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