Smule: from start up to iPhone application leader, instantly

Smule (www.smule.com), a young angel funded start-up, hired Atomic PR to launch the company and its line of innovative sonic media iPhone applications in September, 2008.

ComContext™ analysis revealed that while there was tremendous interest in the iPhone and applications, there was no tangible brand distinction between the numerous iPhone app developers. It also provided the team with a comprehensive and up to the minute list of writers and bloggers following the space, and a clear breakdown of topical interests and character of coverage and dialog for each contributing voice. Informed with a clear understanding of the communications landscape from print and broadcast to the blogosphere and Twitter, the team created a strategy that would leverage the Web 2.0 and social aspects of Smule's Sonic Network to differentiate the company from the many other developers.

It was decided to launch the company and its Sonic Lighter application simultaneously. Though there were other lighter apps available already, the dynamic Sonic Lighter experience is totally superior to the others and provides a particularly visual illustration of the uniqueness of the Smule Sonic Nework. Additionally, the expertise and personalities of the Smule development team, including world-renowned music technology expert, CTO Ge Wang, a young Stanford professor were on tap to create additional interest and depth of coverage apart from the product-oriented coverage Smule was certain to receive.

Media and blog strategy aligned content and engagement across print and broadcast, the blogosphere and Twitter, with story angles spanning iPhone, application, social media, technology and entertainment topics and digital video was used to bring the story to life visually. Engagement was sequenced to create a rolling thunder effect; bloggers first to drive early downloads and build buzz, then expanded to dailies, consumer, business and broadcast media.

The volume and caliber of media coverage, blog and Twitter dialog around the launch was quite strong with more than 300 articles in media, propelling high initial download volume and earning Smule #1 iPhone application developer status in the U.S. and more than a dozen international markets.

Shortly after the launch of Smule and Sonic Lighter, the company released Ocarina, a revolutionary application that transforms the iPhone into a flute-like musical instrument. In the first six month's of Smule's existence, the brand received more than 4,000 pieces of coverage in a broad variety of outlets and Ocarina is presently the #1 iPhone application of all time.