Case Study

Optima Domi

Using VR to Launch an Innovative Product

When education entrepreneur Erika Donalds decided to disrupt the Florida market with a classical curriculum that uses virtual reality to immerse students in what they’re learning, she turned to Sachs Media to conceive and execute an innovative launch plan.

We created a media strategy as novel as the product, inviting Florida reporters to a first-of-its-kind virtual reality news conference. The news conference “transported” attendees to multiple venues via an Oculus VR headset, taking them from a lecture hall to a castle throne room to the Roman Colosseum to the surface of Mars. Both news conference speakers and reporters participated as avatars that could explore each virtual venue. The novel approach generated strong media coverage and public interest.

92 media outlets covered the launch

28 TV news broadcasts across five Florida media markets

Spanish-language coverage by Agencia EFE (syndicated to 52 affiliates), Telemundo, and Univision

516 people visited via links in news articles between January 6 and 31, 2022