There are many examples but the most recent ones that come to mind are people trying to get their friends to use Murmur/Mumble instead of Discord with basically near-zero success. I've seen this in a few gaming forums. Anyone attempting this is basically laughed off the platform with the responses like "All my friends are on Discord" and "Discord can do x,y,z can your app do that?"
So in practical terms how would one make such a platform widely adopted?