Content is Doctor King

No, this isn't a Black Heritage day reference, but the BBC are reporting that the debut of Tom Baker, most famous in the UK as Dr Who and the voice of Little Britain, as the voice of their 'text to voice' service has lead to an almost 70% surge in take up.

This just emphasizes to me that you may have a cool, useful service - but without the correct content, in this case a recognisable celebrity, your service can easily get overlooked. We learnt when doing promotions for various television shows that any prize that is directly related to the show itself, ie - meeting the host, gives a much larger push than any seemingly related prize. This, to my mind, is simply because people are there for that particular celebrity, and getting closer to them is a top driver. So bear this in mind whenever you're creating any service, especially when new and innovative.