Friday, 06 February 2009

• Currently In Bruges By Colin Farrell, Brendan Gleeson, Ralph Fiennes, Mark Donovan, Ann Elsley see related

  Blogworthy

  
  Word on the street is that Oscar Mayer thinks that their new flatbread sandwiches are "blogworthy."  And a LOT of bloggers are blogging about it.  Like here, and on Buzzfeed, etc....  I got 2,000 hits from Googling "blogworthy oscar mayer."  One of the descriptions asks why the ad ran in Newsweek magazine specifically, but I'll have you know that I first encountered the ad in the latest edition of InStyle magazine, so I don't think that there's any specific demographic targeting going on.
  
  Of course the issue is not the foodstuff being sold, but the word "blogworthy" itself, and how all of the selling of this product is being done through that one word.  An unambiguous, unapologetic tribute in huge font to Web 2.0 culture.  The juxtaposition with something as unassuming as a flatbread sandwich plays nicely into the reputation blogs have already -- that they talk about boring, pointless daily trivia that no one cares about.  And yet even though blogs are often the site of boring content or, perhaps even more often, angry outbursts of complaint, the "worthy" in "blogworthy" does the work of bestowing a positive evaluation onto the object being evaluated.  So while you might say that the guy who cut you off in traffic was such a jerk about it that he's also "blogworthy," Oscar Meyer execs are clearly not concerned with such an association.  And I agree with them.
  
  How long until we see "Tweetworthy"?  1,020 hits on Google... but I'm looking for the ad campaign.  Or maybe it'll never come, because if your product is only worth 140 characters, maybe it ain't all that fantastic.
  
  
  

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