Adobe uses small event, large webcast for CS 3 launch

NEW YORK - Adobe Systems launched its Creative Suite 3 product with an exclusively-attended event in New York that was simultaneously webcast to 10,000 people worldwide.

NEW YORK - Adobe Systems launched its Creative Suite 3 product with an exclusively-attended event in New York that was simultaneously webcast to 10,000 people worldwide.

About 250 attended an event this Tuesday at Skylight Studios in the SoHo district, including Adobe customers; partners such as Apple, HP, and Nokia; and media representatives. Adobe CEO Bruce Chizen and COO Shantanu Narayen hosted the event, which was intended to be more exclusive than past Adobe launches.

The CS3 is an upgrade of 13 products, six suites, and nine technologies, such as popular programs like Photoshop.


"The idea behind the launch is that we have done events in the past with thousands of people, but a [good] strategy would be to create a more select event and webcast it to more people," said Russell Brady, Adobe director of PR. Still, he added, "It was a massive launch [that] took the better part of a year to put together."

During the three-hour event, attendees watched executives perform live demonstrations and were able to do hands-on testing of the upgraded products afterward.

In the social media space, Adobe reached out to prominent bloggers by hosting an event at midnight last Wednesday, where about 15 bloggers spoke. The blogger event was successful and well-attended, Brady said, despite its unconventional hour.

"It actually worked really well," he said, adding that the news spread virally, reaching up to 3,000 blogs worldwide by the next day.

The outreach to key online influencers complements Adobe's existing social media work at blogs.adobe.com, he added. Other social media initiatives included a teaser preview on YouTube.

Adobe also debuted kuler, a social community and the first Web-hosted application from Adobe Labs, which is being offered as a free preview. The site features kuler talk, an online discussion forum, for users to comment on its progress.

San Mateo, CA-based A&R Edelman works with Adobe.

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