bring your site down to generate traffic and buzz
David Rydell points to an interesting Apple tactic, that works as a part of their massive buzz generation machine.
There are so many things that brands can learn from Apple and their product announcements. Pingdom, (ironically, the people whose business stems from keeping servers LIVE) points to one in particular that others haven't latched onto. With each major new Apple product announcement, the Apple site is brought down. Essentially closed up for a short period of time while they prepare to add the new products.
This down-time adds to the buzz. Why is Apple the only one to leverage down-time? A couple of years ago, the Gap did something similar - (although I'm convinced it was by accident, as it lasted days.)
Certainly, not every brand or business has the necessary factors to make this successful. You'd need massive regular traffic (so that people notice), significant press attention (so that people notice) and something worthy of the relaunch (so that people notice.) But there are other brands out there that could pull this off.
What about you? If you pulled the plug, would people notice?
posted by darryl ohrt @ 7:37 AM
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