The #1 Problem Facing Tech Start-Ups
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Taking advantage of the white noise

PartyLast February the marketing world was in a tussy over the brilliance of Oreo's superbowl blackout tweet. Yesterday was the Android techie's version of a superbowl, the presumed launch of the much leaked and highly anticipated Nexus 5. But when the Nexus 5 failed to show up, so did the rest of the industry. 

What a wasted opportunity.

For a few hours, tens of thousands of early adopters, a highly sought after tech demographic were hitting refresh on Google Play incessantly. Last year's Nexus 4 sold out in minutes, so being the first to checkout meant being the first to get the latest and greatest. When these influencers realized that the Nexus 5 wasn't on the way, they hit Twitter to understand why.

But unlike the Superbowl blackout, there were no tech brands or marketers ready to capitalize on a highly prized audience. 

The only people to take advantage of this non-event were desperate bloggers and lazy journalists. In the face of non-information, the less scrupulous among us published fantastical headlines with no real meat behind their claims. Was the Nexus 5 delayed by the FCC furlough? Unlikely, given that the presumed Nexus 5 was "given away" by their approval documents a week or two ago. Was the Nexus 5 delayed because of the introduction of a Nexus 4 with LTE? Probably not, because the Nexus 4 was discontinued a month ago.

What happened to all of the marketers? Why did all of them drop the ball?

I have worked with brands that spend millions of dollars, year after year, to attract the attention of early adopters. Why hadn't any of them purchased the search term Nexus 5 on Twitter? What hadn't anyone created the "blackout tweet" for the Nexus 5? The meme or gag that would have been sure to go viral?

There's nothing so sad as a wasted opportunity.