Walmart's Faux Hub
Monday morning and (thru adage) Walmart have launched The Hub, the dept store's faux gen-y hang out : "It's a hybrid of an ordinary webpage and a social-networking engine ... la MySpace.com. Little Tyler and Kayla can customize their own pages to declare their own styles and see what Justin and Madison are up to, too. Here's a sample Hub post from "Holly" -- who happens not to be a random Hubster, but a child actress with grown-up ghostwriters. Bad grown-up ghostwriters."
"Targeting" "the target audience" isnt at all easy, and driven thru your friendly above the line agency, interactive, or otherwise will generally end it tears when it comes to launching actual community destinations for 14 yr olds. Ironically if Walmart created a community around their (older) core market and shopping experience (let customers help each other out with their home improvements, facilitated by Walmart) might have been a better starting point. And when all else fails, do what Larry Clarke did when he made Kids, get one of the Kids to actually write the script/website copy and creative.
"Targeting" "the target audience" isnt at all easy, and driven thru your friendly above the line agency, interactive, or otherwise will generally end it tears when it comes to launching actual community destinations for 14 yr olds. Ironically if Walmart created a community around their (older) core market and shopping experience (let customers help each other out with their home improvements, facilitated by Walmart) might have been a better starting point. And when all else fails, do what Larry Clarke did when he made Kids, get one of the Kids to actually write the script/website copy and creative.
posted by redbarren at 9:04 AM
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