George Takei Wins Comi-Con with Augmented Realty App
House of Cats came to Bospar with a problem: they wanted to publicize their augmented reality app but weren’t sure how to market it. They had a complicated story with a variety of unknowns, except they had one ace up their sleeve: actor George Takei was willing to tweet about it.
Bospar recommended they position George Takei as the creator of the app and convinced the star to take the leading role. Leveraging Takei’s popularity, PR adopted a creative and aggressive approach and targeted a wide range of media, including reporters covering technology, apps, politics and celebrity. Principal Curtis Sparrer accompanied Takei on a New York media tour to avoid the media vacuum created by Comic-Con in San Diego.
PR secured such an impressive amount of coverage for the app that it shot up to #3 on all paid apps on the App Store. PR Week interviewed Takei and Sparrer to understand how they pulled off a PR coup.