The most successful product launches will inspire masses to camp out in front of retail stores and preorder products before they're even released. And today's technologies allow marketers to reach wider audiences than ever before for product launches. The same companies that once relied on print-based advertising now also use viral social media posts and interactive marketing to spread the word about their product launch. The products below each had a strategic launch campaign that created the kind of pre-release buzz that skyrockets awareness and sales.
Sony Play Station – 1995
When Sony released the PlayStation, they had little experience in the gaming industry. But PlayStation ended up being a megahit and introduced the world to 3D gaming. After the initial release in Japan, PlayStation was presented to the U.S. in 1995. The PlayStation was a sensation, with more than 100,000 units sold in the first weekend. Since then, Sony has released the PS2, PS3 and the PS4.
Why it Worked
Sony tends to spend. With such a fluid advertising budget, Sony can go overboard on their ads. And though Sony has been criticized over the years for controversial ads, the PlayStation product launch plan sought to show nothing other than the innovative new technology of the console. PS and PS2 campaigns used memorable slogans for campaigns, like "Live in Your World, Play in Ours," which generated positive buzz for the console and gaming in general. This year, Sony's marketing for the PlayStation4 topped any other campaign the company has run and PS4 sold more than one million units in the first 24 hours.
Apple iPhone – 2007
As a reigning giant of the tech industry, Apple seems to have new product launches figured out. When the first generation iPhone was released in 2007, it was the only one of its kind. After years of rumors and speculation about a completely touch screen phone without a traditional keyboard, Apple created the device during a secret collaboration with AT&T. On the day of its release, people stood outside AT&T and Apple stores across the country to be one of the first to get their hands on the iPhone. Many stores even reported stock shortages within an hour.
Why it Worked
Apple used very little commercial advertising before the launch of the original iPhone to create a sense of mystery and suspense. They relied heavily on influential bloggers and other thought leaders to get on board before the product released. They used word of mouth to create buzz months before the product launch, before there was even a demo for people to see. Apple highlighted everything your phone could be: smart, elegant and functional. And it worked. By 2008, Apple had sold more than 17.4 million iPhones. Today, Apple has a massive group of loyalists that will regularly upgrade their existing Apple devices whenever a new one is released.
Taco Bell, Doritos Locos Tacos – 2011
In September 2011 Taco Bell introduced a wild new concept in fast food: a taco with a shell made out of Doritos. Within 10 weeks of the official Doritos Locos Tacos launch Taco Bell reported selling 100 million units. That's the equivalent of selling one taco to every third person in the U.S. The Cool Ranch version was supposed to launch in late 2012 but was delayed until March 2013 because manufacturing lines couldn't be built fast enough to satisfy demand.
Why it Worked
The hugely successful product launch strategy was mostly powered by fan interaction on social media. The national campaign kicked off by announcing a "Tweet Off" competition. The fans that tweeted the most about the product got to be the first to try it with a Taco Bell truck full of Doritos Locos feeding their hometown a week prior to launch. The marketing agency picked the most engaged tweeters and highlighted them in national television and radio spots. Real consumer posts were also printed on Taco Bell cups and packaging.
Once the demand was up they invited the 8 million Facebook followers to midnight launch parties across the country. Fan reactions to actually trying the product were live-streamed straight to digital billboards in Times Square and Sunset Boulevard. They completed the circle by capturing each post on the big screens and sending a picture to the user, for them to share again, spreading the message even further. The result was one of the most successful product launches of the century. The fan inclusion continues with Taco Bell considering crowdsourcing the next Doritos Locos recipe.
These three products changed the way the public and other companies viewed product launches. While their strategies varied, they all had one common denominator—they made people believe that their product was something completely new and innovative. Although Sony, Apple and Taco Bell have released multiple new versions of the original product, they continue to improve upon design, technology and delicious crunch with every new release. And with each new product launch, they use a tactical product launch plan to persuade people to purchase, upgrade or make it a combo.
