Arik Hesseldahl

Recent Posts by Arik Hesseldahl

How to Liven Up an EMC Product Launch? Stuff a Mini Cooper, Naturally. (Video)

Data storage company EMC launched 41 new products at an event in New York yesterday. If you’re into the finer points of data storage, backup and archiving, it was an interesting event. But for those not into storage, how do you make a straight product launch more interesting?

Hats off to the creative minds at EMC’s marketing department. Somehow, someone came up with the idea of stuffing a Mini Cooper with dancers. The theme of the day was “record breakers,” so EMC decided to break a world record onstage, with the help of the Pilobolus Dance Theater troupe. One minute EMC President and COO Patrick Gelsinger was speaking, and the next a Mini Cooper rolled on stage surrounded by a few dozen people in white body suits. The idea was to demonstrate “simple and efficient storage.” Right.

An executive from the Guinness Book of World Records was on hand to certify that, yes indeed, they had set a world record, managing to get 26 people into the car, with the doors closed for five seconds. Will it help EMC sell more storage? You be the judge.


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Another gadget you don’t really need. Will not work once you get it home. New model out in 4 weeks. Battery life is too short to be of any use.

— From the fact sheet for a fake product entitled Useless Plasticbox 1.2 (an actual empty plastic box) placed in L.A.-area Best Buy stores by an artist called Plastic Jesus