Alexis Parker....so you don't work at Crispin, Porter + Bogusky, but perhaps you do work at a pr/buzz agency. Am I getting warmer? :) Either way, keep on keeping on...send me the stuff and I'll blog it....
...sent me "Reality Fame" - a viral/consumer generated play where you (the consumer) get to create your own Reality promo. Cute. Yawn.
What you soon realize is that this is an MSN promo and the goal is to get people to try to MSN Messenger. Case in point - when picking your setting for your Reality Show, you get to choose from 3 scenarios: Working, Living and Stranded Together...but Living and Working are only accessible through Messenger.
Points for dialling into one of my 3 new roles for advertising: "to demonstrate" - in this case, the functionality (which is pretty impressive btw...) of the new Messenger. Points also for rewarding the leap of faith with additional value i.e. extra scenarios (think unlocking levels/codes in a game)
Here are some additional questions to ponder:
- Is it compelling enough to complete in the first place and esp. to go to Messenger to explore the new levels? Not so much.
- Is there an explicit tie-in to Messenger i.e. the ability to co-create with my buddy? Didn't think so at the time...I tried asking a "buddy" if he could see the screen and he couldn't....now I'm not sure if this was because he was in the UK, but either way....methinks missed opportunity on a variety of levels
- Is there (what I call) a horizontal integration opportunity i.e. the ability to "extend" the life of the campaign through perhaps a competition for example? Again, didn't seem like it.
Anyway, all in all...it did get me to log back into my messenger (which to be fair I haven't logged in to ANY of the platforms for the longest time) and I am telling you about it, so there is some value, just not much.
P.S. Here is Alexis' creation (although by its very URL), it seems a little contrived.
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