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Thursday, April 19, 2012

$10 Million Robot Ad Campaign

iRobot Corp. has started a $10 million advertising campaign, to promote its consumer line of robots, the Boston Globe reports. The campaign was developed by designed Boston ad agency Mullen, including a spot featuring human “robot” dancers, dancing with the Roomba, a robotic home floor vacuum. The campaign includes two TV spots, web and print advertising.

iRobot is also tying in a global YouTube competition with the national ad campaign. Dubbing it an “Robolution,” iRobot has created a branded YouTube channel to promote a robot dance contest.

iRobot has been looking for new sources of revenue to offset declining Pentagon spending on military robots, as the U.S. has drawn down forces in Iraq and Afghanistan.

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