Cannes needs a new prize category, “Best MySpace imitation.” I’m sure Wal-Mart’s agency, GSD+M, would gladly pay the entry fee.
Here’s what Ad Age has to say about the mega chain’s “me too” effort:
Desperate to appeal to teens with something other than pencils and backpacks during the crucial back-to-school season, Wal-Mart is launching a quasi-social-networking site for teens designed to allow them to “express their individuality,” yet it screens all content, tells parents their kids have joined and forbids users to e-mail one another. Oh, and it calls users “hubsters” — a twist on hipsters that proves just how painfully uncool it is to try to be cool.
Desperate to see just how the Bentonville crew roles, I clicked over and watched a sample video (that are supposed to be user generated). In the professionally produced segment, the girl says, “Fashion is like everything to me. Shopping is like my number one thing.” Hold it, I thought MySpace was the number one thing for teens. I’m so confused.
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File under: Lame
Express your individuality and get zero feedback on it. What-tevar.
And so it goes, as advertising desperately attempts to follow its already “past it’s 15-seconds-of-fame” window.
Let’s get back to business, shall we? MySpace has already jumped the shark in the eyes of media-savvy youngsters. They know when they’re being sold a bill of goods, worthwhile or not….