One of the earlier examples of Social Media taking product launches to a new level is that of Cisco launching a new Router in 2008.
While they had always had a social media presence, the decision to launch the product to market using ONLY social media was a bold move to prove the weight of benefits the use of these platforms was having on the company.
Cisco expanded beyond the existing presence on Facebook, Twitter and YouTube and included the use of SecondLife virtual world, a 3D game, video conferencing, blogs, online forums and a social media widget that enabled bloggers to use videos, collateral and images embedded in news releases easily to spread the word.
The campaign successfully attracted 9,000 attendees from 128 different countries to the virtual launch events. Not only did they reach 90 times more people than they had with launches in the past, but Cisco saved six figures off its product launch costs.
Deeming this launch as one of top five launches in company history, the success of this launch led to a shift in the company’s marketing strategy with a focus on social media and having an interactive presence in the market with clients, including live Telepresence sessions between executives and customers, giving them face to face time – the real power of social media.