The 12seconds and Rally Up development team came together for a special project called Faceplant, an iPhone app dedicated to FaceTime, the video chat program for the iPhone 4. Over the course of 3 or 4 weeks, the team came up with the idea, specced out the requirements, wireframed and designed the app, built out the code, and submitted it to Apple.
We decided to pre-announce the application. This is a case-by-case decision (pre-announcing that is) because you get the opportunity for an early wave of media attention, but you lose the opportunity to have readers and consumers download the app on the spot. In this case we decided for strategic reasons that we wanted to publicize the app, and allow people to register for a notification when the app becomes available. On Thursday July 22, 2010 at 9AM PST, we announced the app with outstanding, widespread media coverage. Publications like the NYT, TUAW (The Unofficial Apple Weblog), WIRED, Techcrunch, Cult of Mac and many more covered the announcement. Thousands of people signed up to be alerted when the app becomes available in the app store. For a pre-announcement of an iPhone app (one that can only be used on an iPhone 4 too) it was an impressive launch.
|NY Times||SF Examiner||WIRED|
|TUAW||Mac Life||Cult of Mac|
|9to5 Mac||Mac Observer||Mac Stories|