I am going to write a long post about it soon b/c so many people have asked.
I would say polishing your video and articulating your widget well are the most important things you can do - you don't want to waste anyone's time. I did a million revisions to our video over the course of a year to get to where I thought it was launch worthy. Double Fine's is exceptional. I also found I am horrible in front of a camera unless I am the only one in the room.
We did no PR or anything before hand. A friend sent a link to Gruber a half hour after launch, he wrote one nice sentence about it, then it exploded around the web.
It also helped that Apple makes crappy docks and few people challenge Apple on anything. And that's a testament to Apple because they do usually kill at design. Marco Arment says it concisely here - http://www.marco.org/2012/02/09/elevation-dock
I would say polishing your video and articulating your widget well are the most important things you can do - you don't want to waste anyone's time. I did a million revisions to our video over the course of a year to get to where I thought it was launch worthy. Double Fine's is exceptional. I also found I am horrible in front of a camera unless I am the only one in the room.
We did no PR or anything before hand. A friend sent a link to Gruber a half hour after launch, he wrote one nice sentence about it, then it exploded around the web.
It also helped that Apple makes crappy docks and few people challenge Apple on anything. And that's a testament to Apple because they do usually kill at design. Marco Arment says it concisely here - http://www.marco.org/2012/02/09/elevation-dock