We recently had an idea to launch a new product called ‘The Holda‘, named after our first product the Opena Case (iPhone Bottle Opener). The Holda case is an iPhone case design to hold an ID, credit card, some cash and a house key. When launching our first product, the Opena case, the media attention played a huge part in the product’s success. We wanted to try and capture that same “hype” however, to be honest, a case that holds credit cards isn’t really that exciting.
So to generate some media interest, we decided to have a bit of fun with the idea and launch the product under a different name with a different function. We came up with the name ‘Playa Case’ and decided to push the fact that it holds two condoms, because as they say “sex sells”. So we made an especially awkward video using some prototypes and we released the video on April Fools Day.
One thing I’ve learnt about releasing content to the press, is that it’s better to start at the top and let it spread from there. Instead of sending the video to every site on the net (I’ve tried that), I ran the concept past Gizmodo and they loved the fact that it was a real product with a twist released on April Fools day. Gizmodo posted the video with a story and within the week 250,000 more people knew about the Playa case and Annex Products. Based on this awesome response, and 1000′s of people signing up to purchase the Playa case, we have decided to do a limited edition run. As a bonus, with the extra traffic to www.openacase.com, the Opena sales rose for about 2 weeks. We have even had new resellers and distributors contact us and the best thing is that the public have started to suggest that another use for the Playa case is the actual the function of the Holda.
In all I’d call this little publicity stunt a success because it took very little effort to organise, the cost was low and the return was high.