I just discovered (via Del.icio.us) the site at the Lonelygirl15 domain, which was set up a month before Lonelygirl15, a.k.a. Bree, put up her ﬁrst video on YouTube. It is called A Tribute to Lonelygirl15, trying to look independent of the YouTube videos, with this on its ‘About’ page:
Welcome to the website I made for my very favorite video blogger … Lonelygirl15 (and her pal Danielbeast). I think her videos are clever, funny, interesting and inspirational. You never know what she's gonna do next. I hope you enjoy her videos as much as I do!
Logically, if it were a real tribute, the domain name could not possibly have been registered earlier—a fact mentioned in my last post on the subject. (Forgive me if this is not news, but I’m over 30, and not exactly Bree’s target audience.)
It’s sophisticated marketing, and an example of how we do not expect monolithic, portal-like brands on the modern World Wide Web. Not everything needs to be at a Yahoo! domain—the prevalence of Gmail accounts, even for businesses, is an example. We now expect certain (even a lot) things to be “outsourced” to external domains—hence, there is no sin for a large company to have a blog on Blogger, or a network to put videos on YouTube itself. If anything, this shows a connection to the public, a shift toward the One model that my friend Stefan Engeseth writes of in his book.
So far, Lonelygirl15 has played this marketing game according to this new book—I shall be interested to see what emerges from this point. Whether she is promoting something else, or herself, you have to admit this has a massive audience.
Del.icio.us tags: Lonelygirl15 marketing web brand Web 2·0 YouTube Posted by Jack Yan, 02:50
for completeness, i would note that "burkanator", the propreitor of the lonelygirl15 site, claims daniel originally reserved the domain as bree was thinking about doing a video thing, but didn't do it. and then burkanator told them he wanted to do a fansite and they let him use the domain. this is covered in the comments threads to the early clips. but lonelygirl15.com just doesn't feel like a real fan site.
the most interesting part of this lonelygirl15 thing so far is the bizarre "satanist" angle, check out this "Expose":
Hi Milowent: thank you for revealing more about the background. I didn’t check the forums because I was already turned off by the falseness of the site—like you, I feel it lacks something. It’s not the presentation totally, though that is part of it; the real problem is that it lacks passion. If I were a Bree fan, I would be more overt about my support of her.
I couldn't agree with you more. Also: the net is so big, yet so small. I found your blog because some hits were coming to my blog from keyword: lonelygirl15! Hope you are well! ;)
# posted by Jennifer Fader: 8/28/2006 11:10:00 PM
Hi Jennifer! What are the odds? Great to see you here on my blog. What is your URL again?
The odds are hard to compute! I'm building a Social Media department at Terpin Communications here in Los Angeles. Let's keep in touch!
HeyPost a Comment
I just read your 2 articles about lonelygirl15.
They are quality articles.
I'm running the project to centralize all articles and facts about LG15 being a marketing operation.
I bought the domain name: aboutlonelygirl15.com
I'd like talented authors like you to be part of the writers team.
I'm currently waiting for the DNS to refresh, in order to have the site online, it will be a wordpress based blog.
You'll have your own access with login/pwd, and the articles will be signed with your name and URL of the original articles on your blog.
If you're interested, send me a mail: blackwizzard[at]gmail[dot]com
(ps: i'm a french marketing student)
Links to this post:
NoteEntries from 2006 to the end of 2009 were done on the Blogger service. As of January 1, 2010, this blog has shifted to a Wordpress installation, with the latest posts here.
With Blogger ceasing to support FTP publishing on May 1, I have decided to turn these older pages in to an archive, so you will no longer be able to enter comments. However, you can comment on entries posted after January 1, 2010.
Get this blog via email
Individual JY&A and Medinge Group blogs
+ Add The Persuader Blog to your Blogroll
DonateIf you wish to help with my hosting costs, please feel free to donate.
Copyright ©200210 by Jack Yan & Associates. All rights reserved. Photograph of Jack Yan by Chelfyn Baxter.