Conspiracies and tech leaks are a native part of social. This year, instead of dismissing them, we decided to embrace the rumors — even adding a few of our own to build excitement around the launch of our new device.

First, we crafted a series of conspiracies about the device — some inspired by existing theories, others entirely new. These included a flying drone-equipped device, a partnership with a chihuahua, a transforming spider phone, and a Spotify playlist with a hidden message.

Next, our team collaborated with several tech and conspiracy influencers to spark interest in these rumors and explore the conspiracies further. We kept the buzz alive by having them engage and comment on each other's posts.

Finally, we kept the weird conspiracy vibes going on TikTok with some “unhinged” content that nodded back to the conspiracies.