Promobot PR Case Study: Times Square Robot Campaign

Virgo PR introduced Promobot, a maker of autonomous service robots, to the US market with a live campaign in New York's Times Square and other Manhattan locations in early 2020. The robot asked passers-by about coronavirus symptoms, screened temperatures without contact and handed out face masks. The campaign earned coverage from Reuters, Business Insider, The Hill, the New York Post and Yahoo.

Who Is Promobot?

Promobot is a Philadelphia-based company that makes autonomous service robots for businesses and public venues. Its robots answer questions, respond to verbal cues, and print documents or photos on a touch-screen tablet, and they operate in places such as airports, the Moscow metro and IKEA stores. Promobot was already present in several countries when it hired Virgo PR to build awareness, brand reach and growth in the United States through an executive public relations campaign.

What Was the Challenge?

Promobot needed American media and buyers to see what its robots do in a real setting, during a year when public attention was fixed on health and safety. A product page could not show that. The company needed a public demonstration that reporters could watch, film and write about, with a clear public benefit attached.

What Did Virgo PR Do?

Virgo PR turned a product capability into a public event and then took it to the press.

• Found the story: Promobot's software could ask people about possible coronavirus symptoms, and its robots could run contactless temperature checks and give out protective masks.

• Chose the stage: Virgo PR placed the robot in Times Square and at other Manhattan locations, where people could talk to it directly.

• Ran the activation: the robot spoke with the public about symptoms and infection prevention, and several hundred people took part in the short questionnaire or conversation.

• Worked the media: Virgo PR pitched the event to industry and mainstream outlets and placed profile stories about the company.

What Were the Results?

The campaign put Promobot in front of hundreds of people in one of the busiest places in the world and introduced the company to the US market. Coverage ran in national and business outlets, listed below. Some stories also reported that the robot was asked to leave Bryant Park, which is a useful reminder to confirm permissions for each public site before an activation.

What Can Other Hardware and Robotics Companies Take From This?

In Virgo's read, a physical product earns coverage fastest when it is shown doing a useful job in public. Three lessons from this campaign carry over to other hardware and robotics launches.

• Show the product working: a live demonstration gives reporters something to see rather than something to take on trust.

• Tie it to a public need: health screening gave the robot a reason to be in the news beyond novelty.

• Plan the site: check permissions and logistics for every location before the day.

Story Links

• Business Insider: This robot wanders New York City informing people about coronavirus, but it's already been banned from one park

• Reuters: Robot with coronavirus advice hits Times Square

• New York Post: City boots creepy 'coronavirus-detecting' robot from Bryant Park

• The Hill: What is 'the R2-D2 of coronavirus' doing in New York City?

• Yahoo: Robot with coronavirus advice hits Times Square

More Virgo PR Technology Case Studies

See the full set of technology PR case studies, our technology PR agency overview and more client work on our case studies page. Virgo PR services used here include public relations, integrated marketing and strategic planning.

Frequently Asked Questions

What did Virgo PR do for Promobot?

Virgo PR organized a public robot campaign in Times Square and other Manhattan locations and secured profile and event coverage in national and industry media, which introduced Promobot to the US market.

Which outlets covered the Promobot campaign?

Coverage included Reuters, Business Insider, The Hill, the New York Post and Yahoo.

How can a hardware company get press coverage for a product launch?

Show the product doing a useful job in public, attach a clear public benefit, and give reporters a visual, verifiable story. Contact Virgo PR to plan a launch.