Electronics · Social Strategy
As per the usual fanfare around September/October, Apple was set to launch something big. However, the rabid excitement and hype normally associated with tech giant’s Keynote launches was on the wane (no thanks to leaks in the media and previous lacklustre events which only featured minor product updates). Spotting this lull in excitement, arch rival Samsung couldn’t resist crashing the party with a bit of social media mischief.
So we were brought in to set up a temporary, fast-moving, social media newsroom that would newsjack Apple’s launch event with some ‘top bants’. Best of all, we only had 48 hours to make it happen (Apple’s Keynote event was set to kick off in two days’ time!)
Two days later, we had successfully assembled a crack team of community managers, writers, designers and illustrators. We had also established an official tone of voice document and a super-charged workflow for our pop-up newsroom. And our community managers had scoured the Internet for any rumours we could use as part of a speculative content plan.
Then armed with a very loose list of talking points and enough scamps to wallpaper Tim Cook’s office, we were ready to social media all over Apple’s party…in real-time!