Hammermill Paper

How do you make a splash for a paper company at the largest consumer electronics tradeshow in the world? You shred the evidence.

Hammermill Paper created a new app that easily lets people print from any mobile or tablet device. To make some noise for the app Hammermill decided to debut it at the Consumer Electronics Show in Las Vegas. The problem? A paper company was competing with the biggest names in tech for the world’s attention.

Instead of going head-to-head with the tech giants, we focused on what happens after 5:00 p.m., when the geeks get freaky.

We received more than a million PR impressions on the show’s first day, achieved more than 10,000 downloads over four days, and were the only exhibitor featured by CES’s Twitter handle.