I am terrible at sitting still. My leg is almost always bouncing when I’ve been sitting for long periods of time. Even when I’m watching TV, I’m generally also on my phone playing a game. Angry Birds is often my game of choice. The problem is, I burn through the levels rather quickly. Especially after this past weekend when I flew back to Chicago for a wedding. Lots of sitting on a long flight, especially when you add in an extended delay on the runway in Salt Lake City. Suffice it to say, I’ve beaten every level of Angry Birds there is for me to beat.

I got very excited this morning when I saw an email from Angry Birds. I opened it immediately, anticipating it would bring good news of new levels. Unfortunately, it did not. Instead, it brought old news.

The news was for a special NASA inspired level on Angry Birds Seasons: Summer Pignic. The level debuted July 8th, the day of NASA’s final space shuttle launch. The problem? The email was sent on July 13. Really? Not one person on the Rovio (creators of Angry Birds) marketing team thought it would be a good idea to send out a campaign in advance of the level’s debut? Anybody? Bueller?

We live in a 24 hour news cycle these days. News can be delivered immediately with social media and even email. If you have a new product or special announcement to make, its definitely a better idea to announce it prior to its launch. Generate excitement around it. Make sure people are looking forward to it. Get them talking about it. Then, send a campaign on the appointed day. Remind them that the thing they have been so looking forward to is finally here. A campaign several days after the fact comes off as, “oh yeah…that happened.” Where is the excitement behind that?