Begging the Question – Is Questionable Execution Worth A Good Buzz?

Just like most marketers, I’m always looking for innovative ways to draw attention and get the message out.  Sometimes, a bunch of buzz is generated for an execution that seems – on the surface – like it is a brilliant use of the technology.  Unfortunately, when you actually check it out, it leaves a little to be desired when it comes to actually conveying the product’s narrative.  One such case is the French adventure/outdoor products company, Quechua, and the Facebook Timeline piece they launched yesterday to launch their new commercial. The concept was cool, but in practice, the experience was clunky and actually acted counter to the product they were trying to promote.  It certainly begs the question whether buzz about marketing products is good even when that execution is not all it can be.

The Quechua Experiment is getting buzz specifically as the “First Scrollable Commercial on Facebook Timeline.”  I don’t know how much people were waiting for that feat to be attained, but the buzz it’s generating is technically correct. In this case, is that such a cool thing or just a media hook?  When a user goes to www.facebook.com/QuechuaExperiment, they are asked to scroll down on their timeline and push the equivalent “more” button 15 times.  Once at the bottom, press both the SHIFT and SPACE buttons to start the frame-by-frame movement upwards through the images in the Timeline.

Essentially, they are trying to explain the benefits of their 2 second tent with a web mechanic that, annoyingly, takes much longer to experience. When you look at the “video”, it provides beautiful imagery that makes people want to camp out in the wilderness and, at the end, shows how simple it is to break the tent down when you are done. It’s frustrating because we always talk about how interactivity makes the experience deeper for the user – yet this interactivity takes away from the original source of the information, which is the beautiful video.  If all you are getting is another version of the video, is it worth it? It should have been as quick and simple as the “flick of a wrist” that it takes to set up the tent…

Courtesy of Quechua

The company seems to be cutting-edge in general – not just in the materials they use, but in their marketing.  One such example is a beautiful commercial for their products – melding the campers and the environment beautifully – and then enabling a rich behind the scenes environment through technology to explore more. I give them and their agency, Fred + Farid credit for trying new things with this Facebook Timeline execution, but I think the actual mechanics of it miss the mark.

I can’t fault them as they are getting buzz about it. I’m just saddened when a good mechanic is not optimized to become a great marketing product.  With the emphasis being placed on being the first ones to try something, you really want that “first time” to be something really special.  I don’t feel they’ll get anything negative from this and I definitely wouldn’t have known about their products had it not been for the buzz – so that’s a positive for them.  I’m just looking at it as a marketing product, and the full mechanic didn’t convey the product benefits as best it could have. I almost would have rather them had a tongue-in-cheek message that it will take longer for the user to experience the marketing than it would to either set up the tent or take it down.

In the end, I would rather the good buzz support a good marketing mechanic – something that better conveys the product. Additionally, except for in the most extreme cases, buzz is mostly good for a product. I’m always up for some good buzz – I just get disheartened when it leads to a marketing execution that is not all it could have been.

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