There were plenty of announcements at the 2012 NAB Show. Black Magic’s new 2.5K camera and Adobe’s new release of Premiere CS6 were a few of the most talked about releases but one of the more interesting pieces of technology was Autodesk’s “Smoke”. Not necessarily because of the product itself, but because of the way it was released.
Just listen to this timeline. During a pre-NAB Show, Autodesk’s product manager Marc Hamaker was incredibly tight lipped about what they were going to be releasing. A few weeks later Broadcast Engineer and social media superstar Ryan Salazar posted a blog on his site about Autodesk’s little secret which spread like wildfire. During the opening day of the 2012 NAB Show, Autodesk finally released all of the details. Their Smoke Product was now on sale at a lower price point and its latest version was being out for a free trial. Finally, we had the opportunity to sit down on location with Marc Hamaker again. This time he not only let us know about the product but why Autodesk chose to use Ryan Salazar as an industry thought leader to leak some of the details and why it was still incredibly vital for their huge announcement to be fully unveiled at the NAB Show.
With over 5,000 registered for the beta version of their smoke product, Autodesk has seen incredible results from the inbound and outbound campaign - proving that online content can create a buzz at an offline event.