Case 01 · Slate Auto

Slate ran a fourteen-month launch on two assets: a truck with nothing on it, and a number only Slate could publish.

PR move: Demand-as-story launch — a deliberately de-contented product built to be the hook, plus a company-reported reservation count worked as a recurring news beat.

Best for: Pre-revenue challengers who need to look like real demand before a single delivery exists — and any brand whose best story is what it left out.

Editorial read — Craft 8 · Evidence 5 · Reuse 8. Source-linked throughout, with the gaps named rather than smoothed over. 3 pages, PDF, instant download.

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