Regardless of how innovative or fun a new product is, it doesn't exist to the consumer until it is placed into the eyes of the masses.
Below is a landing page in which a prospective user can sign up (using their Facebook credentials) and get notified of when the product gets released. The trick here is to "wet the whistle" without giving away the whole bag of goods.
Every potential start up knows or should know that without any write up reviews of your new app, they can forget any kind of momentum out the door. It's all about visibilty in all the right places.
Sift was chosen among 100's of applicants as the 5th finalist in Fortune 500's Brainstorm Tech "Startup Idol" competition held in 2012 in Aspen Colorado. This put Sift in front of a lot of top Angel investors.