Marketing the Unmarketable: The PineApple Case Study

A little thing me and Steve Wozniak did.

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How to market a mystery? That was the challenge faced by Nathan Newman and his team at Time Over Distance (t/d), a UK social media PR company, earlier this year. Their task? To spread the word that Steve Wozniak, inventer of the Apple computer, had a new project, PineApple, which would launch on Apple’s 40th anniversary, April 1.

I worked as part of the team, drumming up interest in North America via social media. But it ain’t easy when you can’t actually tell people what it is you’re talking about. What’s PineApple? How did we spread the word? What roadblocks did we encounter on the way? What lessons can you learn from our experience? We had to market the mystery itself.

Here’s how it went down.
Everything was timed around the Business Rocks conference in Manchester, April 21-23 of this year. That was the actual client, and the actual…

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PRESS RELEASE – Apple Co-Founder Steve Wozniak Unveils PineApple, an Apple Competitor

So…What’s PineApple? Find out on Facebook, Twitter, Youtube, Vine, or in person at the Business Rocks Conference in Manchester, April 21-22!

hacktivist culture

SAN FRANCISCO– Following Friday’s unveiling of the much un-anticipated PineApple, a bemused tech press is left scratching its head over Steve Wozniak’s next big idea.

Wozniak, who co-founded tech giant Apple in a garage along with his pal Steve Jobs, is going head-to-head with his old company with his new startup, dubbed PineApple.

Apple was named after Newton’s apple, which disrupted his thought process and led to his development of the theory of gravity.

PineApple is a fruit of a different color, its spiky exterior giving no hint of the sweetness within.

Why PineApple?
Wozniak replied, I thought, why can’t a pineapple make history too? We need more variety in our tech diet.”

The tech legend has long supported social causes, and there is much speculation on what, specifically, the new startup will do: is it computers? gadgets? a nonprofit of some kind?

Wozniak took several years off to return to school and qualify as a schoolteacher, so no…

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Hmmmmm, if this writing thing doesn’t work out, one needs to be creative about alternate income streams.

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You can have power, wealth, an attractive mate and virtually anything else you ever dreamed of – by selling your soul to Satan! But how?

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Death Mettle: the soundtrack to power through the death cold of death

As I said on Fedbook, I im in the grip of a grippe so bad it’s almost a mancold, but I’m a woman, so I can handle it.

But I can handle it much better with some power tunes and a hot bath and there’s no bathtub here, only a shower, so the power tunes had best be pretty damn powerful.

So, here they are.

Lily Allen is a goddess. She’s also vulgar as shit, so it took me a long time to look past the laddishness to see the authenticity there.

I think their awesome hairstyles give them super powers.

I’m not generally into grills, but gold vampire fangs have a certain appeal.

Cynthia Davies, Penetang Paralegal

Sigh. Some people shouldn’t be allowed to operate Facebook unsupervised. I got this message from someone who’d been ragging on a friend of mine. She claims to be a paralegal. Then she messaged me, apparently about me? I dunno.

Also a member of CANADA WAKING UP THE MASSES and Canadians Rallying to Unseat Stephen Harper
Worked at Animal Rights
Lives in Penetanguishene, Ontario
  • Conversation started today
  • Cynthia Davies

    Cynthia Davies

    Here is her profile Susan. I am working on the other but, afraid this person may be deeply involved as well. If you can call Bill and get him to begin getting all the others in the groups involved. However, do not forget to include this person.

  • 9:35pmYou accepted Cynthia’s request.

  • Lorraine Murphy

    Lorraine Murphy

    Thanks, hon. Who’s Susan?

  • Cynthia Davies

    Cynthia Davies

    huh? This is the profile of that Murphy woman. Let’s all get on board with this one. The Coyotes and Wolves need our support. Just make sure you don’t overlook this Murphy she was deeply involved in the conversation supportive of it all. Thankful a Canadian so can be brought to Toronto if necessary.’

  • Lorraine Murphy

    Lorraine Murphy

    Would you like my lawyer’s contact details?

    You are very confused, Cynthia.

    Do you know how Facebook messaging works, Cynthia?

  • Cynthia Davies

    Cynthia Davies

    oops, LOL wrfong message, thought I was contacting some others that are becoming involved. Yes sure Lorraine if you would wish contact through your lawyer.

  • Lorraine Murphy

  • Cynthia Davies

    Cynthia Davies

    I have too many windows open.

  • Lorraine Murphy

  • Cynthia Davies

    Cynthia Davies

    I have 5000 friends over 6,000 followers and have a page, groups I am part of.

    yes by all means Lorraine, if you would like your lawyer contacted that would work.

  • Lorraine Murphy

Seen 9:42pm