Detroit Labs Becomes Expert Media Source During Apple Watch Launch

With all eyes on Apple during the launch its latest product, Identity positioned mobile app developer Detroit Labs as the ideal expert source to comment on this innovative product.

Our Approach

Detroit Labs, a mobile app development firm with clients including Domino’s Pizza, General Motors and DTE Energy, sought to leverage its technology expertise on a national scale to enhance visibility of the company and elevate its status as a thought leader in consumer technology and mobile applications. The release of the Apple Watch in April 2015 provided a timely and newsworthy opportunity to do just that.

Identity staged a two-month long, full lifecycle media outreach campaign to insert Detroit Labs into the national conversation taking place about Apple Watch—one of the most highly anticipated new tech products in recent history. Beginning with the announcement of the watch in March and culminating with its release in late April, we utilized strategic media outreach tactics to identify where conversations about the watch were taking place, who was facilitating these conversations and to connect Detroit Labs with media influencers.

As a result of Identity’s outreach strategy and relationships, Detroit Labs achieved enhanced national credibility and thought leadership thanks to secured media coverage in national publications like the Los Angeles Times, CNBC and Yahoo! Finance, where Detroit Labs experts discussed the release of the watch, its performance and how it will impact consumer and mobile technologies moving forward. Not only was the resulting coverage seen by hundreds of thousands of readers, but Detroit Labs leveraged the placements on the company’s social media channels and with customers—further elevating its status as an expert in mobile development and consumer technology among its target audiences.

What We Did

Identity deployed the following strategies and tactics in order to achieve success:

  • Media Relations & Marketing

    • Media Relations
    • Media Training
    • Campaign Development


  • 975 social media shares on the Detroit Labs CNBC article
  • 17Mmonthly visitors to
  • 3.87MTwitter users reached by CNBC, Yahoo Finance and The LA Times