100 days before the launch of Wired in Italian newsstands, the pre-launch campaign chose to only use the Internet to create expectation and buzz, but most of all to gather people around the brand, and share its positioning with people that want to be part of it.Started 100 days before the launch, we started a pre-launch campaign, only on web and social media. To create gathering and participation about the birth of the magazine and its editor-in-chief, Wired engaged all the most famous influencers in technology field first, and all social media users after.

We held a “Breakfast at Wired” open web conference with 30 opinion leaders and businessmen about the birth of the magazine. The editor-in-chief talked about the conference and Wired magazine on his personal media (Twitter, Facebook, Flickr, Tumblr) and people joined the conversation.As a result of the campaign, more then 2000 people joined the web streaming event, more than 150 posts were written in less than a month before the launch campaign through the event “Breakfast at Wired”, and more then 1,600 people became members of the Facebook group in less than a month (4,290 on April 29th, 2009).

1. We held a ”Breakfast at Wired”, open web conference with 30 opinion leaders and businessmen about the birth of the magazine.2. The editor-in-chief talked about the conference and Wired magazine on his personal media (Twitter, Facebook, Flickr, Tumblr) and people joined the conversation.3. www.wewired.it, the aggregator, collected all the digital conversations about Wired to create an interactive graphic solution.

- More then 2000 people joined the web streaming event.- More then 150 posts were written in less then a month before the launch campaign through the event “Breakfast at Wired”- More then 1,600 members of the Facebook group in less then a month (4.290 on April 29th, 2009).