The client was announcing a side project - an app targeting young users of Snapchat and similar photo-based apps. It allowed you to make video selfie mashups with your friends, making it instantly social. The brand manager wanted to use the blog title "The Cool New Way to Have Fun with Your Friends." Outside of this, I was free to discuss the features however I saw fit.
Since the target audience was not likely to read a long post, I opted for short sentences focusing on the social aspect and being first to the party. The brand voice I went with was excited, positive and helpful, suggesting fun ways to use the new app. It also served to cross promote the client's primary app at the time, RealPlayer Cloud, which would work to store and share the "Selvies" that were created.