frbr

Previously, this was my mobile app marketing strategy in condensed form:

1) Create great app so there's something that's easy to pitch. Keep it secret. Test in small groups.

2) Submit to Apple for review. Simultaneously work on the landing page. Once approved, keep it hidden from the public and pitch a secret URL to selected members of the media 7 days prior to launch.

This time I released a hopefully cool enough teaser page to get the public excited about the app in advance. The idea is that the page itself provides value, so visitors come back and eventually arrive at the updated landing page once the app is available on the App Store.

One thing I tried to avoid was to give away too much details upfront, so the media does get a head-start prior to launch as usual.

Though the question is: What do you think? Am I crazy to change my launch strategy after 3 hits? Should I stick to it or quickly remove all traces to that page until the app is available on the App Store? If you were a writer or editor, how would you feel about leaking this demo in advance?