the grass is greener on the internet

When is a viral not a viral?
December 19, 2008, 4:42 am
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Receiving PR kits is a new thing for me – so far I’m still reeling from CopyPaste Syndrome (‘Dear Blogger’?? …only to my friends) but probably the most professionally done email was for this:

It’s been billed as a viral video, with a supporting interactive website.

Nice try… But I don’t think it will work for you.

  1. If it’s a ‘viral’ then why am I hearing about it from a PR kit? (Avoiding the question of why I’m hearing about it at all…I don’t reach their target audience)
  2. It just feels like an extended ad…what, if it’s too long for TV you put it up as a ‘viral’?
  3. It centres on a ‘big idea’…for too long.

Don’t get me wrong, I like the play on words. The *big idea* is clever, and I feel a little guilty picking faults with creativity.

But I didn’t get the to end of the clip and want to hire their creatives. If they were a company and I now knew their name that would be fine. But with a product this loosely defined you need to tell me more.



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