Last week’s Consumer Electronics Show highlighted the commercial potential of celebrity collaborations
Last week’s Consumer Electronics Show was low on groundbreaking innovation and high on collaboration.
There wasn’t too much in the way of big news at this year’s CES in Vegas, beyond the unveiling of a raft of new gadgets from talking fridges to bendy phones and the iPotty (something I won’t be using when it comes to potty training my youngest son….).
But one trend that did stand out for me was the number of celebrity and tech collaborations.
The celebrity collaboration was something that the PR industry pioneered many years ago.
What’s interesting is to see a tried and tested PR tactic increasingly deployed for commercial gain. Of particular note was the headphone category, pioneered when Dr Dre launched his Beats by Dr Dre range a few years back.
They say imitation is the highest form of flattery, so I hope Dr Dre was suitably flattered by the range of celebrity headphones launched, which ranged from the credible by Motorhead to the utterly implausible by Snooki of Jersey Shore.
With the likes of Will.i.am blazing the trail on behalf of Intel with bringing technology to popular culture this looks like a trend set to grow and grow.