I'd put more effort on pre-launch than on the launch in terms of marketing.

Find your early adopters, distribute a beta, live version of whatever it is. This period is critical to understand what people love about your product. Get some inspiration into any launch strategy. They almost all involved securing segments after segments, niche after niche, and make it repeatable before it's even opened to the general public.

The best way to amplify your launch is to relate and rely on your beta users experiences. Leverage their influence, inspire through the use cases, and how your product improved their life.

Launching is not about the promise your product is awesome, it's about delivering awesomeness.