When were you last tempted?
One of the key functions of Public Relations is creating a buzz about the product; a sense of excitement and anticipation, leading to demand and brand loyalty. Some of the most effective Marketing strategies use mystery at their heart – getting people talking about your campaign without knowing what exactly you’re launching can bring enormous benefits if it is carried off well. What is this thing that everyone has heard of, but nobody has seen, let alone bought? Where can we get one? If everyone else wants one, we want three and we want them now!
This is obviously the strategy that Unthink has gone for.
They have stated that they’re launching a new social media platform – different from the rest – but little else is known. Using the language of rebellion and “power to the people” that would have made Wolfie Smith proud, they say they are making a stand against the wrongs perpetrated on us by other social media platforms. They have seen the light and by joining them we too can rebel! They promise Freedom and offer Attitude (though with carefully censored swearwords).
They could be admired for their timing, against a backdrop of the Arab Spring and a general sense of the impotence of the disenfranchised, finally rising up against the ruling classes .. But wait! We’re getting carried away here! In all likelihood this is pure coincidence. Nevertheless, one quick Youtube video, a website landing page and a tweet from @StephenFry later, they have established a following with promises of “more information to come on Monday”. Classic.
And yet, and yet …
The video portrays a rather well-laundered group of revolutionaries, whose catwalk stroll through city streets which gives some inkling of the level of revolt they have in mind.
Just as the first of Unthink’s seven veils tantalisingly slithered to the floor, Google + was also getting going and there must have been many who nodded when they read the plaintive tweet “I am too tired” from a fellow social media user. He just couldn’t summon up the enthusiasm to populate Circles, in addition to caring for his many Friends and Followers. Most of us who live and breathe social media were curious enough to register with Google+ and at least list a few of our contacts but I’ve yet to hear anyone declare undying love or wonder how they lived without it.
In simple terms, Unthink’s pitch is a hatred of the cartel of other social media platforms which demand so much in terms of “personally identifiable information”, as the EULAs say. Their Youtube video states in the language of revolt that we should take no more of this and that Unthink is the New Way. They want to appeal to those whose privacy is important to them. How ironic then, that the first thing they do is demand an email address from potential users on the vague promise of an invitation to join this happy band of rebels!
Call me a cynic …
Time will tell whether Unthink’s version of Salome’s dance is that of a cheap seductress, seizing on the pervasive attitude of discontent that she sees in her market (and meanwhile harvesting their email addresses) or whether this is a carefully structured and intriguing appetiser leading to a deeply satisfying and above all ethical main course.
Will you be tempted this time?
Tags: Google+, Marketing, public relations, social media, tweet, Twitter, Unthink, Youtube
