Current Backyard
The Key Ingredient to a Searing Hot Brand Launch at CES.
Client Challenge
W. C. Bradley Co. set off to create a premium standalone brand, Current Backyard, to revolutionize outdoor living with a one-of-a-kind electric smart grill that reaches a crazy 700 degrees. The challenge: to launch an unknown brand AND overcome the skepticism plaguing the electric grill category.
Planit's Solution
No stranger to disruptive brand launches, Planit proposed an audacious solution—an official launch at CES 2024, the epicenter of innovation. To change consumers’ expectations of what’s possible with electric grilling, Planit dreamed up an experiential, tech-forward booth electrified by cooking demos, culinary samples, and collaborations with a celebrity chef and influencers.
Experiential Booth Design
The 30’x50′ booth lit up the outdoor Central Plaza area. Its grand concept commanded the attention of tech-forward consumers who are uncompromising on product design and smart features. An interactive showroom enabled guests to explore the features of the grill, the app, and accessories; a comfortable outdoor patio hosted daily cooking demos.
Esther Choi X Current Backyard Fusion
Influential celebrity chef Esther Choi’s live cooking demos and engaging personality drew a huge crowd of attendees, countless inquisitive onlookers, and amazing photo-ops, along with media coverage from Forbes, Engadget, NBC Select, USA Today’s Reviewed, and Techie Dani.
Earned Buzz Cooked to Perfection
Our orchestrated PR efforts with media and influencers paid off big time. We won a CES Innovation Award in the Smart Home Category. We were featured in the CES Unveiled exclusive media event and a Satellite Media Tour with USA Today’s Jennifer Jolly. We earned “Best of CES” accolades from USA Today Reviewed and Gear Brain. Buzz skyrocketed around Current Backyard.
Instagrammable Moments
From a celebrity cooking show to the gorgeous plating of our sampling menu to the “Gas is the Past” art installation to the 700-degree selfie chamber, the booth was designed to be a haven for content creators. Booth visitors and invited influencers rang up nearly a million organic social media engagements.
Storytelling Elements
Current Backyard is a technology, lifestyle, and culinary brand all rolled into one, which we translated into graphic opportunities that communicate simple, clear benefits to potential users.
CES Award
CES Innovation Awards Honoree in the Smart Home category
823,079,654
PR Impressions
4,464%
Increase in website traffic the week of and after CES 2024
The highest web traffic to date since the site launched
94
PR Backlinks to CurrentBackyard.com
3,000
Social Media engagements with PR Placements
908,148
Organic Social Media Impressions
