That Interweb

Geek and Gamer Girls. As if I need another reason to log on tonight. #gsdm #teamunicorn #wow #viralvideo

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Arcade Fire and Google Chrome. Inspired video or fiendish marketing? #gsdm #arcadefire #googlechrome #html5

How badass is HTML5? Pretty damn badass. Is it the Flash killer so many people are predicting it to be? Who knows? I really don’t care so long as whatever ends up on top does what I want it to do. I’m selfish that way.

Anywho, Arcade Fire has made an online video that puts HTML5 through its paces and shows just how awesome it can be. The interwebs are a buzz with excitement over this piece. The creativity and technical achievement is staggering and that’s precisely what most of the narrative has been about. I, however, see something much more insidious at work here.

But, before we go on, you need to experience the Arcade Fire video in HTML5. Of course, you first have to download the Google Chrome browser to do so. Go ahead. I’ll wait. It’s worth it, trust me.

1. Download Google Chrome.
2. Using Chrome, go to this site: http://www.thewildernessdowntown.com/

If you really don’t want to download Chrome you can watch this video of the above link as it plays out in Chrome. But seriously, you should do the link yourself.

Pretty cool, right? The kind of thing you want to watch again and again and share with all your friends right after screaming out, “Flash is dead! Long live HTML5!”

Here’s where I see shadows. What if this isn’t just a band and a director getting creative with their video making? What if this is a ploy to get you to download Google Chrome?

What would you, as an agency, do if you got the assignment to find a way to get folks to download Chrome? You could make a TV spot that shows off all the bells and whistles of Chrome. Or, you could do something that plays with the name and is all sleek and flashy and futury — that seems to be hot right now. How about some print that shows the handy user interface improvements or the apps that plug into the browser? OR, YOU COULD USE HTML5 TO MAKE SOMETHING SO FRAKING COOL PEOPLE WOULD HAVE TO DOWNLOAD THE ONLY BROWSER (CHROME) THAT IS OPTIMIZED FOR HTML5 JUST SO THEY COULD EXPERIENCE THE THING YOU MADE!

Yeah, that one. Let’s do that.

Fiendishly clever, Google. I have now downloaded Chrome, I may even use it. Well played.

Of course, I have no proof that this is anything more than a bitchin’ video and not a marketing ploy. But, God I hope it’s a marketing ploy because it would be a brilliant one. I’ve searched Google’s agencies (BBH and Glue) and can’t find a hint that they were involved. Too bad because this would be a wonderful coup for digital marketing. I guess it is whether done on purpose or by accident.

Since it’s launch, Chrome has steadily been gaining browser market share. As of August 2010 it has a 7.52% share. Just for comparison, Internet Explorer and Firefox are on top at 60.40% and 22.93% respectively. I’m going to keep an eye on the propagation of Chrome over the next month or so and see if there’s any discernable bump that can be unscientifically attributed to this Arcade Fire video.

Stay tuned.

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The Bruce Lee School of Advertising #gsdm #brucelee #creativity

I am a high-spending world traveler who vacations in Turks and Caicos and using my American Express Black Card. I am a caring mother and I want my children's clothes to be soft and comfortable and thus I use the Downy Ball. I'm 18, I have a vague idea of what I want to do with my life but no real idea of how to do it. Maybe the Air Force is the answer. I am depressed. I haven't been out of my house in months. The dishes piled in the sink are rank. My phone rings and I don't care. Could Zoloft help?

I am water. I am a chameleon. I shed my true skin, beliefs, identity, and form to become someone else. I leave my shoes behind and put on the loafers of the rich, the sandals of the mom, the sneakers of the teen and the pain of the depressed. I am Bruce Lee, adjusting my style as needed -- my craft taking new forms to land with more impact and power. I practice Bruce Lee Advertising.

Are you, writer and art director, Bruce Lee? Do you adjust your vision of "cool" as mandated by that of the target? Do you pick music that not only makes your spot better but makes it more poignant for the viewer? Do you design the website your customer needs for their life or the one you need for your book?

Are you, account person, Bruce Lee? Do you temper what you "know" from past category experience with what the current state of the category landscape is? Do you recommend ideas that should be bought because they're right for the target over what can be sold considering client sensibilities?

Are you, media planner and buyer, Bruce Lee? Do you plan guided solely by CPM and the media demographics you need to hit or by CPM and where your target actually consumes media? Do you think about the targets life, struggles, and victories and how those impact when and where they'll be most receptive to the message you deliver?

Are you, client, Bruce Lee? Do you truly view your brand the way the market does or do you see it the way your coworkers think the market sees your brand? Do you stick with the tried and true because "that's the way it's always been done" or do you flow with the consumer and change your approach as they change their lives?

When you walk through the office doors, drop your baggage and pick up someone else's. Empty your cup and fill it anew. Be water my friend. Be Bruce Lee.

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New media shall set you free. Especially if you're a musician. #gsdm #benfolds #hornby #pomplamoose #viralvideo

Ben Folds Five is an “old media” musician. Nick Hornby is a “really old media” writer. Pomplamoose is decidedly new media as they make music/videos and distribute them solely online. They are not signed to a label. Nope, they’re getting rich off the YouTube videos they post. That’s what makes this collaboration so interesting. Ben is coming out with a new album with lyrics written by Hornby and the first video is this one with Pomplamoose. The old dudes are tapping into the young cat’s popularity for a little free advertising and the younguns are getting to work with big-time players. Only in the interwebs could this story be told. Fraking awesome.

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