Android Oreo was officially launched on August 21, 2017 during a livestream coinciding with the solar eclipse. Google timed the launch this way and built an eclipse-themed website to generate interest and discussion around the new Android version name, which was finally revealed to be "Oreo." The launch was designed not only to announce new features like improved performance, notification channels, and emoji but also to differentiate itself as part of an interesting story around the solar eclipse event. Media coverage of the launch focused both on the new capabilities in Android Oreo as well as Google's eclipse-themed marketing strategy.

1. Launch of the Week: Android Oreo
August 22, 2017

2. Android Oreo

3. Android Oreo
• New operating system
– Part of the artificial intelligence
software push Google announced
earlier this year at its annual
developer conference, Google I/O
– Google said in May that it would
improve Google Photos and expand
the reach and capabilities of Google
Assistant (released in May 2017
Improvements:
Overall performance
Streamlined OS update method
A picture-in-picture mode
Unified notification channel
2x faster due to minimized background
activity
Over 60 new emoji

4. • Android O originally launched in March through a public beta
• Android.com/eclipse: smooth eclipse-themed microsite linking the launch to
the much anticipated, national eclipse event
– Before Monday, August 21, the site featured a countdown timer for the
2:40 PM livestream, a link to the official NASA stream of the eclipse, and a
tool to help visitors visualize how much of the eclipse would be visible at
what times
• Android Oreo was officially revealed via a livestream on the Android eclipse
site that started at 2:40PM, right after the eclipse
– Google traditional snack-themed codename for the OS, and finally
revealed what the "O" in "Android O" stood for
Eclipse + Launch

5. Eclipse + Launch
• The whole microsite and launch was eclipse-
themed
• Tagline: “Open Wonder”
• Android Oreo—a celestial superhero brought to
life by the solar eclipse. Android Oreo’s super
powers make our lives easier, brighter, and more
fun—just like” Android 8.0 Oreo.”
• Call to action: viewers to join The Eclipse
Megamovie Project
• Android combined contributed footage to
create a continuous view of the eclipse as it
crossed the country.

6. Public Buzz
• Captured the interest of the media/bloggers
who wanted to, and still want to nail down
just what the story means
– What will it be called?
– What will be improved?
– Why “Oreo?”

7. Public Buzz
• Outlets have been buzzing about
Android Oreo since before the public
beta launch in May and those that
talked about it before its release, are
now talking not only about the features
of the system, but the story of the
launch
– The Verge – over 10 articles from
March
– TechCrunch – 8 articles since
March
– Tech/Android specific bloggers

8. Key Launch Features
• The release of Android Oreo is not just a product launch, it is part of
a story launch made to differentiate itself
• Google anticipated a popular conversation, and joined that
conversation
• Google built anticipation around the name to give the launch an
interesting start and kept the name on brand

9. Sources
• https://www.android.com/eclipse/
• https://www.android.com/versions/oreo-8-0/
• https://arstechnica.com/gadgets/2017/08/android-o-is-o-fficially-launching-august-21/
• http://www.zdnet.com/article/google-to-unveil-android-o-on-aug-21-via-livestream-eclipse/
• https://www.cnbc.com/2017/08/21/new-android-o-google-unveils-new-emojis-and-more-in-new-
york-city.html
• https://www.xda-developers.com/project-treble-android-oreo/