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Saturday, May 7 • 09:50 - 10:50
Marketing the Unmarketable: The PineApple Case Study

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In late March, Nathan Newman of Time Over Distance in Manchester, UK, knew he had a problem, an opportunity, a challenge, and a mystery all wrapped up in one spiky package. Living legend and Apple co-founder Steve Wozniak's new project PineApple was going to be unveiled soon, and he wanted as much buzz as possible around the launch. Newman asked Lorraine Murphy of raincoaster media to handle the social media campaign in North America, and she signed on and got tweeting.

There was just one hitch: they were not allowed to tell anyone what they were talking about. And the Woz wouldn't mention it.

How do you market an intangible? How do you drum up interest in the unnameable? How do you market a mystery? Using statistics and a variety of social media tools and strategies, Lorraine will unpack the marketing of PineApple, up to and including the grand reveal April 21 at Manchester's Business Rocks conference.

avatar for Lorraine Murphy

Lorraine Murphy

Panel, The Cryptosphere
Lorraine “raincoaster” Murphy is founder of The Cryptosphere, a cyberwar/hacktivism news site featured in BoingBoing, Revolution News, PC World, and Time Magazine. She has also founded raincoaster media, specializing in transformative social media training, is President Emeritus of Social Media Club of Vancouver, and has been a professional blogger, digital reporter and social media trainer since 2002. She specializes in teaching beginners... Read More →

Saturday May 7, 2016 09:50 - 10:50
Colwood Room

Attendees (34)