With the 2007 launch of Bluepulse, Racepoint's Mobile Practice helped one of the world's leading mobile social networks come out of beta and establish a presence and a brand in North America.

The Racepoint team was charged with securing interest in Bluepulse from traditional mobile media and analysts, and driving end users to sign up for the Bluepulse service. Key to securing this interest was educating reporters and consumers on the benefits of using a mobile-only social networking application over traditional text and PC-based social networking programs.

Racepoint's strategy was to leverage the charisma of Ben Keighran, Bluepulse's CEO, a well-spoken member of Australia's mobile technology elite. Racepoint set a launch date that coincided with CTIA's Fall 2007 Conference in San Francisco, and organized an aggressive schedule of pre-briefings with top-tier media to ensure launch day coverage within the crowded mobile field. The Bluepulse launch included the product début, a "Blue Hour" launch party at one of the hottest bars in San Francisco, and a mobile blog with pictures and an account of the events at CTIA.

The launch garnered more than 100 articles in the first three days including prominent coverage in BusinessWeek, CNET, MobileCrunch, the ScobleShow and BlogNation. But the launch did more than create visibility, it also helped increase daily registrations for Bluepulse well beyond what the company expected.