United Linux web launch - case study

UnitedLinux approached UpStart Communications regarding the launch of a new consortium of four global Linux companies, Caldera, Conectiva, SuSE, and Turbolinux. The global launch involving the four companies on four different continents required collaboration to an unprecedented extent.

Challenges

• With a team of three at UpStart Communications, worked to coordinate the launch with input and support from Brasilia , London, Nuremberg, Seoul, and Tokyo.
• Provide creative event template, management, group guidance, and message control without getting waylaid by inter-group issues.
• Generate intense media excitement pre-launch under veil of total secrecy and limited advance notice.

• Worldwide launch of groundbreaking new unified Linux distribution to be announced 29th/30th May 2002 in the Europe, North and South America, and Asia-Pacific.
• Lock down media and analyst speculation through careful inquiry handling.
• Coordinate website and press material production/translation.
• Website complete with whitepaper and FAQ's helped audiences grasp concept and focus.

• Minimal leaks despite involvement of four companies on four continents.
• Media attendance exceeded targets in all regions.
• Print, online and broadcast coverage results of the European and Asian launches totaled 136 clips to the end of June.
• Coverage results included major newswires, national newspapers, trade and technical coverage, business coverage.
• Analysis revealed that over 85% of articles were positive and all four companies shared equal billing in coverage.
• Clips show that media understood clearly the relative contributions of each company.
• Pre-launch, secured over 11 technology companies who agreed to support UnitedLinux. Partners AMD, Borland, Computer Associates, Fujitsu Siemens, Hewlett-Packard, and IBM attended the press conference and offered supporting quotes to media.
• By mid-July adopters continue to come forward and UnitedLinux is on track to release its first distribution in Q4.