CAMPAIGN-I: Private Surf - Neil Crofts, the head of European strategy at Razorfish, reviews mywapworld.com

In their book, Funky Business, Kjell Nordstrom and Jonas Ridderstrale describe the only things that get the attention of 21st century consumers as ’shopping and fucking’. If this is true, then this site should be a huge success.

In their book, Funky Business, Kjell Nordstrom and Jonas

Ridderstrale describe the only things that get the attention of 21st

century consumers as ’shopping and fucking’. If this is true, then this

site should be a huge success.



Neat interface, cool graphics, fun, stylish and quirky to appeal to

their target tribe of dancing, drinking ’digerati’ and the added appeal

of a direct hook into gadgets of the moment with SMS and presumably some

WAP link up that was not immediately obvious.



The test for the sites’ creators will be to innovate at market speed (if

that is what they intend to do). Soho is a good place to start but it is

not the centre of the universe for everybody, believe it or not.



And WAP and SMS are likely to be fairly short-lived technologies. So the

site will have to move on, both technologically and geographically.



A challenge its name will not help.



The bit that interests me is the potential of the model. Mywapworld

could build a focal point for a tribe and aggregate data to be used to

benefit their members. Mywapworld could identify potential sponsors and

make money out of doing so.



For example, Audi might identify some members of the mywapworld tribe as

potential Audi buyers and be prepared to sponsor an evening out for

them.



As the volume of media explodes and attention becomes more and more

difficult to attract, this may be one of the ways that companies can use

digital media to grab attention. Who says there is no such thing as a

free lunch?





www.mywapworld.com



Owner 5th Generation Technology



Site positioning Leisure and information service that allows people to

plan their social life via their mobile phones



Launched December 1999



Developed by Soho London



Subscribers 27,000.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).