Introducing the world's first bladeless fan
Dyson, already an established name in airflow technology, engineered the world's first bladeless fan: the Air Multiplier. When they came to Makeable to launch their new first-of-its-kind invention, we were thrilled to work with a like-minded company known for its innovation and revolutionary design.
Bladeless fans seeking Facebook fans
Several years had passed since Dyson's last product launch. While Dyson was fully capable of handling a traditional media launch, they needed some help navigating the uncharted digital space.
Tech innovation meets social
With that in mind, Dyson turned to Makeable to architect their first all-digital product launch. Makeable created a six-month strategy that would successfully generate buzz about the Air Multiplier through a full-scale digital launch and global retail launch. The entire strategy was executed without using any paid media.
The "multiplied" air feels good and it can blow as hard as similarly-sized fans, but design is what sets it apart. It looks like a portable Stargate by way of Cupertino (Imaginary Steve: what are all those hieroglyphics for? Remove them!) and even has a practical element--no accretions of greasy black fuzz in difficult-to-clean places.
The Air Multiplier can push out 119 gallons of air per second at a significantly less amount of power than needed for an air conditioning unit. The airfoil design amplifies the air stream by 15 times the intake amount.
When I say that this thing really works, I mean it blows as much as my current Hunter fan, but it's quieter and I can stick my hand through it!
Normally, fans create moving air by chopping and pushing air, with angled, rotating blades. The Dyson Air Multiplier, by contrast, blows just a single sheet of air, from a thin opening towards the rear of its circular wing.
And, exploring the device more, I realized that while it didn't look like any fan I'd used before, it worked almost exactly like every fan I'd used before.
So, what's awesome about it? It's relatively quiet, easy to clean, and I wont chop my hand off reaching through it.
Just did my interview for Radio Wey! Showed Jon Andrews the Air Multiplier; I think he's a believer now!
That's it my Dyson fan is going everwhere with me from now on. Staying at mates place. No air con and no fan = no sleep
@DitaVonTeese Honestly? All you really need is a #Dyson It will change your life.
bladeless fan = awesome.
150 influencers each received a limited edition Dyson product on launch day, generating 4,957 Twitter mentions, 127,292 blog posts, 112 YouTube videos, 11,071 Flickr images, 154 Facebook pages,1,635 requests for notification of future availability, and 1 massively oversold product.