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April 26, 2005
Guess What People, It's Been DONE
< mounts soapbox >
When I saw the AA campaign Why You Fly campaign a few months ago, I thought, it's about time. Some online strategy group somewhere finally sold this idea through.
I always get a little irritated when something I've personally been involved in pitching for at least 8 years is touted as "groundbreaking" - b/c clearly, come on people, it's at least 8 years old. The real story is "Client Finally Gets The Balls to Fund and Pay For New Idea!" Which is fine, b/c we all understand that delimma, but please, can we please just call a spade a spade?
The fallout on this stuff is that the point gets missed. Because someone did it, everyone else jumps to do it, and it becomes an overused, done, over and finished device that everyone's doing.
The point is not the device, the point is the content. For how many years and in how many ways have we rediscovered over and over again that on the web, content is king. Yes, everyone can have a website. Yes, everyone can have a blog. Yes, everyone can write in about their story using "x" product. But if you aren't drawing people in with a compelling story, and you aren't delivering a compelling message or interacting with them in a compelling way once they get there, and the information stored isn't leveraged in a compelling way, then guess what? Thanks for the internet barf. Thanks. so. much.
< /mounts soapbox >
Posted by nikl at April 26, 2005 11:06 AM
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