Two weeks before the launch of the new Neonode N2 cell phone at the 3GSM World Congress in Barcelona, Neonode proudly announced that their male chief product designer, Björn Svensson, was pregnant. For two weeks, he continuously posted glimpses of his pregnant life at pregnantmanblog.com. Strange pregnancy films also appeared on the Internet. A few hours before the big launch in Barcelona, he “gives birth” to a Neonode N2 and posts the first pictures of it. At the 3GSM Congress, nurses greeted visitors and showed off the newborn N2 in a crib and the birth certificate with all the tech specs.

The pregnant man campaign was launched through an official announcement on Neonode’s website and through weird teaser films in different places on the Internet. The blog was continually updated with new posts, films and pictures during the two-week campaign period. At the 3GSM World Congress in Barcelona, nurses showed off the newborn N2 in its baby crib and the birth certificate with the tech specs.

With no supporting media, the blog got over 300 000 hits during the two-week campaign period and approximately 40 000 unique visitors.The blog was featured on numerous news sites all over the world (e.g. Focus.de, itnews.com.au, mabila.kharkov.ua, hwitalia.moddingplanet.it…)The brand name “Neonode” went from 2,5 million hits on Google to 4,3 million hits after the two weeks. The product name “N2” went from 450 hits on Google to 630 000 hits. The N2-phone is not in stores yet.