2 builders who never spoke to each other
Leak the launch before the day itself
An announcement that surprises people lands on an unprepared audience. Drop hints in interviews, publish a teaser and hide clues where the attentive will find them, so the market arrives already curious. Seeding also works through somebody else's show: handing a prize to a broadcaster two days before the event let him explain the mechanic to a national audience for you.
The method
- 01
Leak the launch on purpose beforehand: drop hints in interviews, publish a teaser, hide clues in the invitation, so the announcement lands on an audience that is already primed.
- 02
Seed awareness of the mechanic a couple of days before the event by handing the prize to a show that will explain the rules for you.
What it returned
Apple hints at products in press interviews, releases teaser ads, and plants hints in keynote invitations.
Two days ahead of the game Volvo gave Jimmy Kimmel Live an XC60, and he plugged the contest as he handed it out on his show
Sources
- How to build demand before you launchJustin Jackson · justinjackson.ca · Don't surprise people with your launch · undated
- How Volvo won the Super Bowl (without running an ad)Harry Dry · Marketing Examples · Why did it work? · 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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