An interesting case on creating buzz: the finnish startup Fruugo, founded in late 2007 & including names such as Jorma Ollila & RIsto Siilasmaa, has a different strategy for publicity.
Instead of the usual startup evangelizing, they has for months only the equation 1L + 1M + 1P = ? on their website. Eventually it turned out to be “1 Language + 1 Mind + 1 Purpose = Success” describing the company’s business culture. So far we’ve learned that Fruugo is the “trusted 3rd party of ecommerce”. Now they’ve promised to come clean in tomorrows SIME Stockholm.
Sure, all startups don’t have the resources to pull off this kind of a stunt (reminds me actually quite a bit of the Nine Inch Nails viral campaign last year), but still it says something about the power of creating interest!
So, tommorrow the grand unveiling! Hope it’s going to be legendary.
More on Fruugo
Ollila ja Siilasmaa uuteen ohjelmistoyhtiöön (TE 5.11.2007)
Salamyhkäinen Fruugo pestaa staroja (M&M 8.5.2008)
Rumors circling around Fruugo (Arctic Startup 5.11.208)
