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Thursday, October 12, 2006

Mass Interaction: The Massive Joke

Product placement meets user co-created content.

Reader Jason Rose is attempting to auction off the opportunity for a business to embed itself at the centre of a branded stand-up comedy spot that he will write, record and then post on YouTube.



You can find it at www.themassivejoke.com.

AKI COMMENT: Jason asked my thoughts on his venture...

Thanks for the heads up, Jason, sorry about my delays, been rather busy past few days and looks like we're a few days into the bidding deadline...

I applaud your attempt to engage audiences on a massive scale, you could be onto something really big and new and contagious. The platform idea here is hot. So as we've all drank the spiked Kool-Aid on mass interaction, let's move to my concerns for you and your platform idea as it is currently positioned.

Noone knows you. So, while this project may help to change that (hopefully), your proposition essentially asks a client to take a chance that a) you're funny, and b) audiences give a care. And you prob know enough about clients to know that most are not known for risks and gambles (certainly not big budget ones). I wouldn't be surprised if agencies take your platform and remix it as a platform for a known commodity (say a network did this for Kathy Griffin or whoever). Great idea put forward, it's not working hard enough to help you, though. So you're essentially rolling the dice that bloggers will give a care first, drive massive following and demand, and so then any brand would be a fool not to jump on this runaway bandwagon while they can. Nice theory. My bet is, they won't jump on it. Yet. Nothing against you. Or your idea. But we know clients.

The fact is, noone knows what they are getting into. Is the sketch gonna be racy? Is it gonna clown the brand? Is it gonna be laudatory? Are you even funny and worth our time? You're essentially promising them fame and relevance...but you are lacking fame yourself. So how to get some fame? Damn. Uhmm. Well if I had that formula I wouldn't be here. But let's try some starters:

YOU NEED TO QUICKLY GIVE PROSPECT CLIENTS (AND THE AVID FANBASE) A TASTE OF WHAT THEY ARE IN FOR TO WARRANT THEIR INVESTMENT IN YOU AND "THE MASSIVE JOKE".

The site is a bit cryptic. ie, Who the hell is this guy and what the hell does he do? My humble advice, if you insist we have 10 days to bid and get up on your bandwagon...post viewers some YouTube video of you in action so that we're on your side and avidly engaged.

And I hope to god you're friggin' funny. Because, really, the rest just won't matter if you ain't.

I'll stay tuned, nonetheless. Keep us posted! Thanks for writing!

1 comment:

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