It All Started With The Wiserhood…
Posted on November 11, 2008 - Filed Under ideaDRUNK's ideas
And it evolved into this rant. Allow me to back up for a bit. I was watching Hockey Night In Canada on Saturday and saw this ad:
It’s funny. It’s good. It introduces yourself to the Society of Uncompromising Men. It allows you to qualify yourself with some old school whiskey drinking values. And manliness. And mustaches. All things that I like. It invites you into the Wiser brotherhood. And then it directs you to this site.
Being the a web native, I visit the site. Unfortunately, it is exactly what I expected. A very slick looking site with no interesting content. All flash and no substance. That’s what pisses me off about these “push to web” initiatives. Your ad was interesting enough that I went to the web site. Now what? What exactly do you want me to do when I get there? Poke around? Okay, I did that. And now I’m bored and I’m leaving.
What really grinds my gears about this is the fact that Wiser has already done the hardest part – getting me to their site through interesting content. The problem is that once I was there, there was no incentive to stick around, to explore further or to come back. There was nothing to forward to my friends.
Wiser’s Whiskey? Time to wise up. (Lame, but I couldn’t help it.)
- Christian
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4 Responses to “It All Started With The Wiserhood…”
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I did the same thing. Enjoyed the ads, clicked through to the site, found it weird, then left.
This is the pain I live every day. So many marketers do not understand the value of engagement. Engage me with a quality mass campaign, create curiosity, drive behaviour then CAPITALIZE on my attention. Give me something to engage with, make me want to provide you with behaviourial data, allow me to begin a whole new relationship with your brand based on entertainment, the power of discovery, the thrill of satisfied curiosity or simply something new.
When will they wise up?
‘Tis the season for mustaches. I feel like these ads have been done before…
Regardless, they creep me out. I’m pretty sure I get the idea, but the ads conveying the idea seem pretty stupid to me.
I think the TV ad is great. My fiends and I often do the slow clap and phrase.
The website is a little weak but I can`t really see what else they could have done with it…