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Friday, October 17, 2008

A Metaphor for Web 2.0: The Bubble Project

Consider this a living metaphor for Web 2.0 (in fact, he says so at the end):

This artist and his Bubbles are the Web 2.0 enablers sprouting up all over the web and mobile (YouTube, Dopplr, Yelp, Twitter, etc), inviting people to participate. People add value by contributing to the blank space in the Bubbles (without the contributions of the masses, the Bubbles are valueless). And well, the collective canvas and conversation starter is the ads (and TV shows and news).

Agencies and creatives now have the choice to acknowledge that these Bubbles will now increasingly pop up throughout the web (and the real world). We may even embrace these Bubbles and actually leave space for them and let their contribution make our communications ideas better/contextually relevant/innovative/participatory/engaging/personal/collaborative ("people add value"). Or not. We can pretend that our ad ideas are the special ones, and we won't ever be Bubbled over.

But it is likely that the Bubbles are coming whether you intend it or not. Don't fear the Bubbles! They don't have to be malicious threats to our idea, in fact, many are simply co-creative and collaborative additions that actually improve on and expand the communications idea (or they can be). And if the Bubbles are negative, we may need to ask ourselves why and is there some truth to be addressed in the Bubbles' response to our brands?

Either way its a fresh and slippy idea for our times.

1 comment:

darthveda said...

i see these around the city on the daily and i'm always tempted to write something in.
funny thing is - give people a chance to voice something and 90% of the time it's something quite pervy. no wonder so much of the internet is owned by the porn industry.

is this one of those "art imitating life" moments?