Read an interesting post about anticipation and felt, this is interesting to talk about.
Mainly because that I’ve just experienced the long wait for Mailbox app to be released. I was an early adaptor. Because I also use the brilliant to-do-list tool Orchestra. And when the team behind this essential tool took on the challenge to design and create: ”…the world’s best mobile collaboration tool.”I was totally in.
How did they go about the process?
By strategically smart communicating what they were up to in an early stage. Engaging and associating them with trust worthy designers that made their impact on looks and letting them talk about that via Instagram and Twitter. That created a buzz, a trustworthy one I might add.
This was not just another idea among thousands from Palo Alto, this was carefully orchestrated from day one. Letting us get our anticipation mojo on.
There is just one aspect to be cautious about, when you deliver you have to r e a l l y deliver. There is no acceptance for hype that do not deliver.
How to?
You could/can follow your queue to launch in real-time. One thing that I personally find very exciting. This digital waiting in-line type of launch would not have been possible without having orchestrated this idea well from the beginning. If you let people wait for you product see to that you know the wait is worth while.
They succeeded, how could you?
By using transparency in your process, let the presumptive consumers be a part of the ongoing process and by that engaging them throughout the process. Also opens up for dialog with a vital aspect of the creation process. What do our consumers want?
This builds trust and engagement.
Now?
When I finally got the product was it so innovative and good as I anticipated?
It has a very intuitive UI but first and foremost, it has created order in my disorder of e-mails. Earlier the fight against an “all read” inbox seemed impossible. But by first promising and thereafter deliver on through a short message. “You are all done” was for me brilliant and now I unconsciously go through and sort out the inbox in order to see that “You are all done” 
It is simple, innovative and trustworthy and a hype that delivered upon the anticipation.
You?
Can your brand/product/service/engagement be the next anticipated one?
It sure can, just orchestrate it correctly from the first post-it to the launch! Every bit counts in order to engage people today. Just because you have a new app/digital platform to promote I does not automatically mean that people will have a strong relation to it as with the Mailapp. So make the anticipation of your peers positive, inclusive and transparent.
Then “You are all done”…at least for a moment.