Jell-O's new "Jigglevision" social
campaign from Crispin Porter + Bogusky is not quite as titillating as
it sounds. You write a brief message on the brand's Facebook app using
various "Jigglevision" patterns as camouflage, then share the note with
friends via email or social media. Recipients decode the message by
reading it through a red Jell-O gelatin snack lid. Just like they do at
the NSA! Integrating social and real-word elements is cool, in theory.
But if someone sent me a Jell-O jiggle-message, my first and last
thought would be: #FML. Also,
needing a Jell-O lid to play implies that you have to actually buy some
product. Come on, that's not what social media is about! Kids will
probably love this modern spin on a throwback idea (assuming
they don't make a sticky mess of the computer), but to me it just feels
a little insubstantial. Then again, given the product, what did I
expect?
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