Case Studies

Helping Define an Industry with Total Immersion

 Total Immersion ( is the global leader in augmented reality (AR) and a pioneer in commercializing the technology.

When the company approached Edge in 2008, “AR” wasn’t in the lexicon. Most of the target audience -- including mainstream media and potential business partners -- didn’t know what augmented reality was, much less understand it or have the vocabulary to describe it.  Total Immersion was partnering with big brands -- Nike, Coca-Cola, McDonalds and Mattel, to name just a few -- but that simply meant that the potential to get lost among such brand-name powerhouses in any media coverage was enormous.

The communications challenge was to be able to explain AR and to make sure Total Immersion got its due. Edge took the company to CES in 2009 and worked with the New York Times on a story that put Total Immersion -- and AR -- on the map. A relentless pursuit of media after that resulting in cascading coverage from Fast Company, Brandweek, Wired, CNET, TechCrunch, MSNBC, the New York Times, Los Angeles Times, Chicago Tribune, Variety and many more.

Reporters working on AR stories have come directly to Edge and Total Immersion as a primary resource -- even when bigger brands are central to the story -- because we’ve been able to tell Total Immersion’s story in a way that is every bit as engaging as AR itself.