At CES 2026, BIG FISH PR represented multiple consumer technology brands. Three of them are profiled in this case study; each entered the show with a distinct announcement and audience:
CES 2026 represents a key media opportunity for consumer technology brands to announce new products and secure meaningful coverage that reaches the right audiences in a crowded news cycle.
BIG FISH prepared bespoke strategies for each client to maximize on the opportunities, whether introducing a new hardware product or partnership, rather than as just another CES exhibitor. We translated complex product stories into compelling narratives that the media could quickly understand and amplify.
Beyond maximizing reach with strong, on-message coverage in top-tier consumer, tech, automotive, and broadcast outlets, the team also set its sights on earning third-party validation through awards.
BIG FISH approached CES 2026 with a bespoke strategy for each client. Planning began months ahead of the show, with careful consideration given to announcement timing, embargo opportunities, limited review unit availability, and the realities of journalists’ CES schedules.
Rather than relying on one-size-fits-all outreach, BIG FISH’s distinct story angles ensured that no two announcements competed and would stand out in the crowded show news cycle. The team identified outlets and reporters most aligned with each client’s goals and audience, lining up at-show interviews and demos, conducting embargoed outreach, pursuing exclusives via early briefings, and preparing strong press materials to support each narrative.
In addition to attending CES, three of the clients were featured at Pepcom Digital Experience! ahead of the show for a key media preview opportunity that introduced new products to the media, built relationships, and drove coverage.
BIG FISH executed a highly coordinated CES program that delivered both scale and substance. Across four clients, the team coordinated dozens of media briefings, secured top-tier coverage, supported award submissions, and facilitated broadcast and social moments that extended well beyond the show floor.
The CES 2026 program resulted in more than 200 pieces of coverage and 4.3 billion total impressions, demonstrating strong reach across consumer tech, lifestyle, automotive, and mainstream media. Coverage consistently reflected BIG FISH’s strategic priorities: clear product explanations, strong and positive positioning, and alignment with each client’s target audience.
Overall, BIG FISH’s CES 2026 exceeded client goals, securing high-impact coverage in the right outlets, earning third-party validation, and positioning each brand as relevant, credible, and differentiated during one of the most competitive moments of the year.
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