Trending PR Campaigns
Atlas Halftime Ball Delivery
Hyundai, as FIFA’s Official Robotics Partner, staged a halftime stunt at the World Cup Round of 16 where Boston Dynamics’ humanoid robot Atlas entered the pitch to deliver the match ball and mimic player goal celebrations, framed as part of its “Next Starts Now” campaign while Spot robots supported venue security; the moment was designed for live spectacle and follow-up behind‑the‑scenes storytelling across broadcast and social.
Why it worked: It piggybacked on a guaranteed live global moment and made first-ever, rules‑blessed pitch access the proof of innovation, not a claim.
The lesson: Consider securing official rights to a high-stakes ritual, then swap the expected actor with an unexpected tech or talent to make headlines.
Coverage over time
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