So now Axe's BBH tries to go all web metafilter for their new site, following on the heels of Agency.com's blatant Modernista! rip off for Skittles. Will we get the usual round of forehead slapping cries of brilliance from the tiny community who gives a crap? Time will tell.
The only folks I don't see deriving ANY benefit out of this 2.0 wankfest are normal people. Now arguably, Modernista! isn't trying to create a consumer proposition with their website. But Skittles is. And so, presumably is Axe.
Which begs the question: if I and most folks didn't give a crap about the TV ads companies used to slap on their brochureware sites, why the f--- do I care about how well distributed their brand voice is online? Does the average 18 year old CARE what the AXE effect is on Stumble Upon? let me think...ah....NO. Does the average kid give one flying hoot what people are saying about Skittles on Twitter? Well, NO. but then they may not be able to get past the age gate to experience the distributed joy of Skittles ANYWAY.
Wait a second - Skittles has an AGE GATE? Why yes.
Because that big web out there might have some bad stuff in it.
I'm sorry, folks. this reeks. If you're going to be social or meta, DEAL WITH IT.
Could brands stop being so scared of social media that they let their agencies hoodwink them into feeing like it's ok now that their brand presence simply be a catalogue of links and posts?
That in the absence of a voice or an idea, dreck's a great subsitute? (and no, doing your metafilter in the correct brand CMYK pallette doesn't count)