Overview

Divergent utilized Antenna’s PR expertise to gain media attention and partnerships in order to help tackle the environmental crisis.

Situation

With a week notice, Divergent sought to announce a partnership with major international automaker PSA Group. After that, Divergent’s top goal was to drive attention on its technology at the Los Angeles Auto Show to create a movement behind sustainable car manufacturing—all while sidestepping the negative connotations of 3D printing busts of the past.

Approach

  • Antenna hit the ground running to define the PSA partnership as a powerful validation of Divergent’s technology, coordinating with PSA Group PR team in Paris. 
  • While the PSA announcement wound down, Antenna took the lead on strategy for L.A. Auto Show and communicating Divergent’s potential to revolutionize the industry. 
  • Antenna maximized media interest and delivered a massive boost to Divergent’s social media following with a Facebook Live video and real-time updates.

     

Results

  • Secured 500M+ impressions in leading consumer and trade media—in just three months. Coverage highlights include Bloomberg, New York Times, NBC, Mashable, CNET, Fortune, Forbes and ArsTechnica.
  • Uniformly positive message established Divergent 3D as a credible manufacturing leader with game-changing technology delivering business and sustainability benefits.
  • Launched a pilot paid social media campaign that attracted 9k Twitter impressions, 40k Facebook impressions and 2,392 YouTube views—in one week.

     

About

Divergent 3D’s pioneering hardware-software platform uses metal 3D printing to reduce costs and lighten the environmental footprint of vehicle manufacturing.

Visit Website
The Antenna Ecosystem
Mobility
Sector
Circular Economy
Main Service Performed
Public Relations
Other Services
Media Relations Paid Social
Share Case Study