The web is littered with them. Shiny, bright web sites with bells and whistles - banners and other useless advertising that drive people to them.
We've always said... no need to create another community or social network around your branding efforts. If it's worth talking about people have already created it. Just join in on the conversation and give them something useful and valuable.
Shouldn't the same go for websites or as the industry loves to call them... microsites?
When I hear that word I cringe and get flashbacks from 5 years ago. It's so 2004!
Instead of trying to get people to flock to your creation why not be a valuable addition to the space they are already in... facebook, myspace, twitter, youtube, etc.
Agencies struggle with this 'cos surprise, surprise, creatives like to create something. They want to shoot, produce stand back and go, fuck that looks good and I made it.
But then again I also blame award shows (judged by the same people I might add) as they still award single websites/banners. Cannes does have a much coveted Titanium and Integrated award which in my book is where creativity really shines --- #integration, #connectivity, #innovativethinking