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SimCraft runs on 'Virtual Adrenaline'
 Klunk & Millan designed SimCraft’s 2009 CES booth including its graphics and floor plan. More than 110,000 people attended the consumer electronics show in Las Vegas. |
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 IndyCar driver Sarah Fisher, who officially endorsed SimCraft’s car-racing simulator, takes SimCraft’s APEX SC830 for a spin at the show. |
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 Klunk & Millan provided onsite public relations and tradeshow management at 2009 CES. |
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In three months, Klunk & Millan researched, strategized, designed, and developed an array of marketing components designed to position SimCraft, a manufacturer of military-grade, full-motion auto racing simulators, as a must-see booth destination at the tradeshow in Las Vegas.
Initial steps included developing a logo and tagline, “Blur the Line,” that set the stage for creative executions and conveyed a sense of speed and excitement. Additionally, individual product names for SimCraft’s line of simulators were created.
“We established a brand based on the concept of ‘virtual adrenaline’,” says Kimberly Hassler, copywriter and public relations specialist at Klunk & Millan. “The essence of SimCraft and consequently its marketing images and messages is fast-paced excitement. SimCraft delivers the ultimate sense of realism and performance to the virtual world which we reflected in everything from the company’s tradeshow booth design and new website to its electronic press kits.”
To generate pre-show buzz, Klunk & Millan embarked on an extensive public relations push, including press releases on SimCraft’s attendance at CES, a celebrity endorsement by IndyCar driver Sarah Fisher, and SimCraft’s integration with iRacing, an online subscription-based racing simulation service.
Additionally, an e-mail blast targeted to specially selected media attendees invited them to schedule their choice of time slots through the SimCraft website to experience the car-racing simulator firsthand. Appointments included an onsite demo where reporters literally got in the driver’s seat and had the opportunity to film and/or interview key SimCraft personnel.
“Before setting foot in Vegas, we had more than 60 interviews scheduled,” Hassler says. “Plus, we had dozens of reporters from G4, BBC, Fox News, and ESPN who stopped by without appointments but heard about the sims through our pre-publicity and the buzz on the showroom floor. The media exposure absolutely exceeded our goals.” In addition to appearing on dozens of gaming websites and blogs, SimCraft got significant press coverage on radio, TV, newspapers, and magazines in 14 countries.
“The response coming out of CES has been fantastic,” says Michelle Polansky, account executive at Klunk & Millan. “SimCraft not only sold one of two $45,000 simulators straight off the showroom floor but has ramped up production on additional units to meet customer demands.”
Going forward, Klunk & Millan is working with SimCraft to prepare for next year’s CES. “We booked a booth double the size of this year’s,” says Polansky who along with Hassler worked side-by-side with SimCraft representatives at CES. “SimCraft will be launching additional products in 2009. Our focus is ensuring they experience the same marketing success with all their ventures.”
