2 Tales of Gorilla Marketing
I don't get it.
Why are these smartypants pissing away money and energy on a non-starter when they should be spending time figuring out breakthrough strategies for the client?
"Every time we get creative, we lose money," former RCA Record Club CEO Ed McCabe once said to me.
The Million-Dollar Home Page
The first time I came across the concept of crowdsourcing was a 2005 Washington Post story titled:
A Million to One
Chances Are Imitators Can't Match This Student's By-the-Pixel Web Sales Success.
Look what Alex Tew did, and you get one of those "Why didn't I think of that?" flashes. It's so simple, so cheap, so mind-bogglingly lucrative that it took the 21-year-old student from small-town Wiltshire, England, not even five months to go from broke to millionaire.
Worried about paying his college tuition last August, Tew chanced upon one of those rare original money-making ideas. How about creating an Internet Web page out of 1 million blank pixels? And then selling those pinhead-size digital picture elements that make up a computer screen for a dollar apiece, or $100 per 10-by-10-pixel block, to advertisers who turn them into colorful tiny billboards and micro logos linked to their own Web sites?
[See the second picture in the media player at upper right for the finished product. It is dazzling!]
At the time I thought the whole thing was nuts.
A decade later, this million-dollar home page is still alive and well at www.milliondollarhomepage.com.
Still ugly as hell.
Still full of live hyperlinks.
Still generating revenue.
Takeaways to Consider
- These two crowdsourcing campaigns are alike—lotsa advertisers getting together for a co-operative ad buy.
- Ya gotta love Alex Tew. Back in 2005, Steve Boggan of The Times (of London) wrote:
Alex is 21. He's an ordinary middle-class undergraduate: lives in messy student digs, has spiky hair, drinks a lot of Coke. And is on his way to his first million. Meet an Internet whiz-kid.
- A decade later, Alex Tew's million-dollar home page is still alive and well at www.milliondollarhomepage.com.
- Still ugly as hell.
- Still full of live hyperlinks for products and services.
- Still generating revenue.
- Still fascinating.
- What's the better deal: $225,000 for 30 seconds of mouse-type exposure at the Super Bowl 2015 or $100 for 10 years with a hyperlink to a website?
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