Google harnesses allure of exclusivity to drive demand for Glass

03/8/2013 | Forbes

Google attracted more than 1.3 million Twitter mentions for its augmented reality glasses in a year by creating an exclusive online community for those who will be first to test out the product, writes Todd Wilms. Google's strategy of limiting entrance to those willing to talk on Twitter about why they want to try Glass and pay $1,500 for the privilege has bolstered demand for the glasses far more than a traditional media campaign could have, he writes.

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