Dooley's

flip Flop

In Uncategorized on February 27, 2011 at 6:46 pm

It’s been so interesting to witness the hyper-adoption of flip video cameras. Why? Because it’s not new technology – it’s just bundled differently. And flip came along at the perfect time, as people are no longer passive or isolated consumers of content – they’re also creating it in the midst of connected communities. However, this transition requires a learning curve – one that is steeper for some people and organizations.

I was talking to a fellow high school alum last night who has made a career out of producing polished videos.  I immediately (and naively) questioned if he was feeling the threat of new technology like flip cams. Without being defensive, he told me a story about a friend of his who plays soccer. This friend plays well enough that Puma sends her free gear to wear. Recently, (I suppose) Puma “disrupted” their endorsement model by sending her a flip cam with the simple instruction to film herself for 30 seconds using their product. As simple and lame of a call-to-action as that. Zero explanation. Zero plan. Just shoot and send it back.

It gets worse. After shooting what she thought they wanted and sending back to them, she never heard from them again…until they sent her another one with the same, exact instructions (or lack thereof). Unbelievable.

The simple lesson from this blunder is to not let the “shiny new” outweigh common sense and planning. Just another case of bandwagon marketing.

Disclaimer: The views and opinions expressed herein do not necessarily represent those of my employer nor any other organization I am affiliated with. Also, please see the “About” page in case you are offended or even mildly irritated. Thanks!

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