This is a cool cause idea:
http://im.live.com/Messenger/IM/Home/Default.aspx
Legitimized by the seven-figure (and counting) dollar amount it's raised.
But I don't understand this creative layer:
http://imtalkathon.com/archive/2008/6/26.aspx
What's the point? This fictitious person is trying to break the record for staying awake. I get it. But why should I care about him? Why would I want to see what his apartment looks like?
The agency went out of its way to be authentic and transparent, clearly labeling this guy a fake. Which is admirable and helps them avoid cries of "flog" (fake blog) and the backlash/negative PR that comes with it.
But if you do that, don't you have to make the character incredibly compelling, interesting, provocative, unpredictable, colorful, zany (like the Dos Equis "Most Interesting Man in the World" character)? ... Not an Ivy League-educated do-gooder who likes The Smiths and The English Patient.
For me, this device is an unnecessary layer that obscures rather than strengthens the seemingly generous initiative — helping others (and feeling good about yourself) through activities you'd do anyway.
I'd have rather seen and heard from actual users who are motivated to IM activity because of their passion for one of the causes. Or from those who benefit from the increased activity. Undoubtedly these ideas were among those presented to the client.
Bummer that what was sold was this figment of someone' s imagination trying to avoid sleep.
Yawn. -- SB
