Here's a great case study about an app that sounds very impressive. It could have done decently on it's own merits, you say? This article describes how it was beneficial and even crucial for them to market the app to make it newsworthy, relative and successful. Some great marketing ideas here.
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The Art Of Launching An App: A Case Study | Smashing UX Design
The app world is becoming cluttered. The best launch initiatives are those that involve choosing strategic partners, creating clever story angles that dovetail with newsworthy occasions, and running a…