DMNews writes about Starburst’s new "Share Something Juicy" campaign, and Digitas certainly did a stellar job of the visual design on the new Starburst site but I think they really missed out on something here.

What does "share something juicy" say to you? Does it suggest sharing Starburst with someone? Or does it suggest sharing some significant story, Web site, tidbit of information or piece of gossip?

Exactly. Starburst has approached this site as assuming someone is a Starburst fanatic and wants to watch a bunch of Starbust-related content. What it could have been is a site that facilitates what the Web is fundamentally all about — sharing information and jokes and cool stuff with each other — and Starburst could have gone along for the ride.

I can’t even find a "share this site" link that would let me easily (and entertainingly) forward a link to this site to a friend. What’s up with that?

Takeaway for marketers: Are you creating something that you want or something that your customers and potential customers might want?

This entry was posted on Wednesday, July 23rd, 2008 at 7:42 am and is filed under Internet Stuff, Marketing Stuff, Marketing Takeaways.