When RealSense, an AI-powered computer vision technology company incubated at Intel Corporation, prepared to spin out as an independent entity, it needed a new public identity. The stakes were high: With a $50 million Series A and a bold vision to advance physical AI through robotics and machine perception, RealSense needed to quickly shape market perception and credibility, establish brand equity and generate media recognition in the competitive AI and robotics space.
The newly independent company required a fully-integrated launch strategy to reintroduce its leadership, capabilities and voice to the world, and solidify its viability—especially with lingering false rumors from its Intel days declaring its demise.
Precision and Integration Drive an End-to-End PR and Digital Strategy
In the run-up to launch day on July 11, Bospar partnered with RealSense on every facet of the announcement, synchronizing each element to ensure consistency across platforms and maximize amplification. Over a three-month period, the agency managed and secured media relations, redesigned the website and all the visual branding, created content, ran an executive visibility program, launched a corporate LinkedIn page, optimized social strategy and conducted media training for nearly a dozen RealSense executives.
Bospar teased the spin-off with the RealSense’s legacy beginning and its role in the development of humanoid robots and machine perception, securing embargoed briefings with premier media outlets, including CNBC, TechCrunch, Reuters, CRN, Axios Pro Rata, Fortune, The Wall Street Journal and dozens more.
Prior to launch, the Bospar social team audited and optimized RealSense's executive LinkedIn profiles, inserting their voices into trending conversations and establishing their presence as leaders in the robotics, biometrics and AI industries.
Simultaneously, the team developed toolkits and readied RealSense's channels for the rebrand.
Despite the complexity of the spin-off process—including shifting timelines—Bospar maintained launch readiness through meticulous coordination. The group readied all assets and messaging and reinforced every touchpoint for immediate high-traffic exposure once the company released the news.
They also anchored the PR and digital communications campaign to three core message pillars that could flex across different publication angles while maintaining narrative consistency across tech, business and financial media:
- Independence: RealSense's evolution from Intel division to standalone AI vision leader
- Market validation: $50 million funding demonstrating investor confidence in physical AI applications
- Technology differentiation: Stereoscopic imaging capabilities for next-generation robotics
A Friday Launch Day for RealSense
When the spinout was finalized, Bospar moved fast, taking a calculated risk and announcing the news on Friday, July 11.
The agency understood this ran counter to conventional PR wisdom—releasing news on a Friday, especially in the middle of the summer, is traditionally avoided at all costs. But they felt the story’s news value—and the embargoed media outreach—was strong enough to carry the moment.
“In all honesty, we put Bospar in a bad spot,” says Mike Nielsen, RealSense CMO. “We kind of forced that date—I was genuinely concerned about holding off until the following Monday, because we knew keeping a lid on the news until after the weekend would be impossible given employees’ excitement.”
Speed and control were paramount.
Rather than relying on gimmicks, Bospar positioned the spinout as a strategic evolution—a leap toward unlocking the next frontier of physical AI.
On launch day, just hours before the news hit, the agency synchronized go-live moments across the newly branded website and debuted the new LinkedIn company page. It also monitored coverage in real-time. To amplify reach, the communicators engaged with every social mention and comment across platforms post-launch, creating a feedback loop that amplified brand visibility.
Thanks to the digital readiness, media outlets like Reuters and CNBC had instant access to backgrounders, executive bios and assets, streamlining the path to accurate, in-depth stories.
Exceeding Expectations
The result? A launch that landed everywhere—from global business outlets to LinkedIn to local broadcast affiliates. The RealSense launch dominated headlines, with more than 140 placements in the first 20 hours and over 500 in the first week, totaling 2.2 billion UVMs. Coverage appeared in CNBC, Reuters, TechCrunch, Fortune, Barron’s, Quartz, Yahoo! Finance, The Information and ABC7, among dozens of others.
- Website traffic hit 18,000-plus visitors and 46,000-plus page views in the first week—a 4x increase
- The new LinkedIn company page exceeded its 90-day follower KPI in just 12 hours
- The company announcement post generated 9,088 impressions and an engagement rate of 6.42% (vs. 1-3% industry average)
- The CEO’s LinkedIn post earned 237,719 impressions and 4,891 engagements and was featured in LinkedIn’s Today’s Top News. His followers increased by 278.6% in just two weeks.
Momentum didn’t stop at launch. Bospar continued pitching fresh angles tailored to each outlet, turning the announcement into a sustained media engine. RealSense’s digital ecosystem reinforced every interaction—every click, post and article highlighting the company’s independence and vision.
What Made the Difference?
At the heart of this success was human connection. What made this campaign a standout wasn’t automation, AI or clever hacks, it was the relationships the team built—with the media and with the client.
The media success stemmed from long-term relationships with key journalists cultivated over time, not cold pitches. When the news hit, RealSense wasn't just on their radar; it was in their inboxes, on their Slack threads and in their coverage plans.
Equally critical was the client partnership with RealSense. Trust, flexibility and collaboration fueled the ability to adapt and execute under pressure.
Curtis Sparrer is Principal and Co-Founder at Bospar PR.