Friday, November 5, 2010
The concept was great.
However the execution has been a huge failure.
What started out as a cool concept (having an exclusive, secret, invite only, hard to find, monthly party for Blackberry users in geo-targeted cities); has turned out to be more of a random get together.
The first BBM Lounge event in Hollywood was great (or perhaps it was great because it was new). Now it somewhat feels like a "French Tuesday" type party.
Xomad (the company behind the LA events) has been trying to brand these events as the "Tastemaker Series". What's sad is that there are virtually no taste makers ever in attendance at these events.
So you mean to tell me that these are the "tastemakers" in Hollywood/Los Angeles (see photo below):
*notice how cool the guy is wearing a black crew neck t'shirt, underneath the untucked, button down (over-sized) shirt, with the huge sport coat (Oh, he's fancy, huh?)*
True "tastemakers" at this event (yeah, right).
Once you start having randoms text, Facebook and Twitter about the "secret" location of your so-called exclusive party, then it really isn't for tastemakers. Especially if this is only your third event (and you have made a website about it).
Just to show you how lame Xomad is, I received a Facebook message from Xomad's Marketing & PR lady back in August. I have copied and pasted the Facebook message below:
We are working on a powerful collaboration with a major consumer electronics brand and an integrated Nightlife Events company. We are looking for the"New Taste Makers" and "Social Web Gate Keepers", those that others follow, set the trends and find themselves actually creating the curve, not just trying to keep ahead of it. From what we have seen, you are exactly this person and are perfect to be endorsed and recognized as a trendsetter and tastemaker for brands.
Our goal is to put you in front of brand decision makers with their products and services in your hands. Giving you privileged entry to Talk of the Town Networks/Events and exclusive access to content and upcoming releases, putting you more "In The Know" then ever before and making you more visible to your friends and others.
This summer we will be producing a series of exclusive late night branded events beginning in Hollywood. Our first event launched August 7th at Siren Studios and the second event is in a couple of weeks. We are keeping this group we would like to work with very exclusive, and we'd love to talk to you about being involved!
Please email me back or feel free to call me @ 1.213.785.xxxx ext X
Look forward to speaking with you soon,
Marketing & PR Executive
Question: Why would you be sending this to random people, whom you don't even know? Is this how you get your so-called "tastemakers series" crowd? Judging from the people in the above photo it seems to be true.
It was a great idea and concept, however the word on the streets about Xomad's "tastemaker series" is that, if you attend any of these events, then you my friend, have no taste.
This will be my last post, until my next post.