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They should really target high influencers on YouTube and Twitch to spread it's awareness. All you need is to find a streamer on Twitch that has 20K people watch and just ship them out a free case to display on their stream. These streamers are trying to make some money and would accept free stuff anytime. If anything, we could negotiate an X amount of free product for their service or pay the upfront cost. It's far cheaper than traditional advertising and more effective now.
You get 5 streamers and you'll instantly get 100,000 people right there in over a week with your product and that doesn't include tweets from these people too which can spread like wildfire over the net.