If you were there, and you want to relive it, or if you weren’t and missed it (or if you were just stuck on the 405) you can view, share, and/or download my presentation below.


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If you’ve read the NY Times article about Tide’s new web series, Crescent Heights, take a chance to do so by clicking here.

Read it?

Good.

Now visit the site that is distributing Crescent Heights by clicking here.

Seen it?

Good.

Can someone explain to me why anyone would visit this site?

How about why anyone would watch the episodes?

How about why anyone would want to discuss these?

What this whole thing is missing is a reason. A reason to watch. A reason to communicate with other people watching it. Some incentive. Something.

I normally don’t like to criticize experimental online initiatives by industry stalwarts like P&G, but we all need to learn from this.

Put anything on television, someone is going to watch it, because they will be too lazy to change the channel. Put it on the web, on its own site, and you’re going to have to give people a reason to go there. A reason to tell others to go there. A reason to come back.

Anything short of that is falling short.

(Update: AdRants Agrees. And congrats, Steve on selling a bit o’the site!)

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