Ann: Megastar Platform Scaled to Host Over 1M DAU, page-31

guys one point I don't really get.

they will only start the campaign after the app launches?
I am by no means a PR expert, but like releasing movie trailers and then the movie.
To start building reach and anticipation for the product, shouldnt they actually start the marketing blitz now or a couple of weeks prior to launch to get max results.

I put myself in the entrants shoes, if i know there is a comp for $1m that i want to enter, I would want as much prep time as possible to create ad vid to impress and win. If i found out about it on Sept 30, i wouldnt have material to enter until heat 3 or 4???