a single source, nothing corroborates it
Aim the launch joke at the crowd you want
A mainstream brand can buy its way into a technical community's attention by building the launch as an in-joke aimed squarely at that community. A confectionery tie-in rebuilt its site as an extended engineering gag about a wafer thin processor under chocolate, which put the brand on a technical front page for the first time and spiked worldwide interest. Speak the audience's dialect and they carry it for you.
The method
- 01
A mainstream consumer brand can buy its way into technical attention by making the launch itself an insider joke aimed at that community.
What it returned
For the Android tie-in, KitKat.com was rebuilt as an extended nerd gag advertising a wafer-thin tri-core CPU under full chocolate coverage; it put KitKat on the Hacker News front page for the first time, and Google Trends showed worldwide interest in the brand spike.
Sources
- Geeks as tastemakersJustin Jackson · justinjackson.ca · Geeks as tastemakers · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
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