
I talked to a buddy of mine the other day for the first time in a while. He’s one of the most creative people I know.
I asked him what he’s doing for a living. He said “experiential marketing.” I had to say “What’s that?” He said, “I’m paid by cell phone companies to go into bars with two hot chicks. We party with people and show them our new video cell phones. We drink with them, take photos, let them use the phone, then get them to give us their e-mail address and send them the pictures later. They end up having a great experience and associate it with that particular cell phone brand.”
He’s not supposed to tell the people he works for the company. He’s supposed to be just a cool dude with some hot chicks who happen to like this particular cell phone.
BLEAHHHHHHH!
This seems really sinister to me.
And as everyone knows, the same thing is done on the Internet, with splogs (fake blogs), and on useful, established forums, personal blogs, user reviews on sites like Epinions.com and Amazon, and on social networking sites like MySpace and Facebook. People are paid to do this. They’re instructed to register as regular users, ingratiate themselves to the community, master the “lingo” and worm their way in under the guise of a non-commercial average Joe, and casually drop wording into their posts about the stuff they’re paid to shill.
Media sharing environments are full of this stuff. There are a lot of new videos on YouTube that look like they’re done in someone’s bedroom, yet have big money behind them. This is done to either sneak in mentions of a product, or launch a “hip & happening D.I.Y indie video channel” (think “lonely girl”, but even sneakier.)
I have no problem with commerce on the Internet. In fact, I love it. I order most of my stuff on the Web, and am loving that services like eMusic and iTunes store may one day help put major labels and studios out of business (if iTunes ever nixes the damn DRM.)
My problem is when it’s deceptive. And I know why companies do it: because people have stopped paying attention to conventional commercials. People mute the TV, or use TiVo. Or just ignore commercials. Or just look at the pretty colors and dig on the bland, loud, crappy fake rock music and forget the message.
But when I go look at a forum of user reviews, I want it to damn well be by actual users, not by subcontractors of subcontractors of the manufacturer posing as users.
HERE’S MY IDEA:
How about coming up with a free basic service that would utilize user tagging like social bookmarking sites (Digg, Del.icio.us) and like Akismet Spam use to identify abusers by I.P. address, habits, links they post, and other machine-learned indicators. Then integrate this with a database connected to a FireFox plug-in to make posts by those users (and sites entirely run by those companies) simply not show up. We could “keep the lights on” with revenue from licensing commercial and multi-user licenses.
I think a great name for this service would be “Stink Fight.” Because it would fight the stink on the Internet.
Any programmers or companies who want to do this, contact me. I’ll help do some of the other heavy lifting to get it off the ground.
– Michael W. Dean
(Idea somewhat inspired by that silly “De-Xeni” FireFox plugin.)