A friend of mine, who is much more devoted to the media gossip and entertainment blogs than I am, forwarded me this link from Gawker the other day. I can't say I am regular reader of the blog (I prefer the trades like mediaweek, brandweek and adage), but sometimes (especially on Friday mornings after another crazy week) it's fun to see the f bomb dropped all over the place. The post was all about Conde Nast's new teen social networking site Flip.com. Like other Gawker stuff I've read, it wasn't exactly a creme puff post, but some of it did hit home. To promote Flip among "trendsetting" teen females, Flip retained the services of Mother, a UK-based ad agency known mostly for its creative prowess. As the story goes, Mother came up with the idea of sending out these very cool looking portable flash drives to 5,000 pre-identified trendsetting females, who most likely were derived from a database of Teen Vogue "it" girls, that is, the sister mag's database of influential young females. I would imagine that the drives were delivered to the young women with pre-loaded Flip related material, i.e. some of their trademark "Flip books." I think the challenge is more about getting those 5,000 influentials and their friends using Flip more so than just delivering them a cool little accessory.
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