Responding to the fact that the number of accident fatalities doubles at night when darkness makes driving more difficult, Raytheon Infrared aimed to do something about the problem with its new NIGHTDRIVER™ system. Preparing to make its thermal imaging systems available in the popular Hummer H2, Raytheon called upon M/C/C to handle the product launch.
Raytheon’s NIGHTDRIVER thermal imaging camera technology measures heat signatures and creates an electronic image of everything in view. That image is displayed in real time on a screen in the vehicle, enabling drivers to “see” in the dark.
Cool (or, more to the point, hot), right?
Because the technology was so visual in nature, M/C/C decided to develop a video news release with information on the technology and footage of real customers using the product in their H2s. The result? M/C/C secured nearly 400 broadcast features and a host of print stories.
Now that’s hot.
