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Customer outrage as a marketing strategy in the app store.
I'm thinking of marketing my upcoming DropZap 2 game using customer outrage.
In particular, I could order the countries where DropZap 2 will be released based on how good they are as places to live. I could use official and highly respected ranking(s) to do this.
I could then release DropZap 2 in the app store to a new country every week based on this ranking.
In a way, this would imitate the initial exclusiveness of Facebook.
Would this be a good idea? Would it get much attention?
- QuantumGood 16y agoIt wasn't exclusivity as much as an optimized network effect that benefited Facebook. The same thing happened with MySpace initially. Smaller networks generate a network effect (http://en.wikipedia.org/wiki/Network_effect http://en.wikipedia.org/wiki/Network_effect) more quickly because it takes fewer joiners to reach a critical mass of community. That's how exclusivity benefited Facebook—once several dozen people from a university are on the same network, it begins to be beneficial for others to join. MySpace rolled over some of the network of a previously existing group of music lovers. Essentially, they started with a critical mass of community. Unless your app adds multi-player options, or you have some kind of reward marketing scheme that benefits referrals or community, this wouldn't really apply to your marketing. If you want to create a kind of brand exclusivity and assist your marketing, try some kind of scarcity marketing. For example, give early adopters some kind of additional benefits, and then advertise that only a limited number of additional memberships for those benefits are available. That doesn't mean you have a unworkable idea. If you create a good PR hook for your limited strategy rollout, you could attention from it. But you need a strong PR layer on top of the concept.