Some of you may have already heard about the successful money-raising hijinx of a particularly clever English college student: The Million Dollar Homepage.
Alex Lew concocted a plan to raise one million dollars by buying a Web page URL -- www.milliondollarhomepage.com -- and selling one million pixels for a dollar each. A minimum buy required the purchase of 100 pixels. As you'll see when you visit the link above, this Web page has essentially been converted into an online billboard -- promoting URLs, brand names, and an eclectic cornucopia of images. As of several weeks ago, The Million Dollar Homepage was on its last 1,000 pixels which were auctioned off on eBay.
The meteoric success of this media stunt meets strategic plan makes me personally wonder where all the "professional communicators" were when this approach was conceived. Why wasn't this approach developed by a leading public relations or advertising firm?
I love this story and case study because it reveals the utter and important truth -- creativity is the seed of all innovation. Creativity knows no bounds and transcends age, title, and rank. So, make sure you're not just inviting senior staff to brainstorms -- those interns and newbies might just have the killer concept you're looking for...
I was only a year or two into my career at Fleishman-Hillard when I was invited to a brainstorm for one of our flagship clients, AARP. I created the brand for AARP's national health and wellness program that promoted mini-triathlons to inspire physical activity in the over-50 set. The client hadn't been impressed with any of the branding concepts the agency had initially submitted -- thus the brainstorm.
During the session, it came to me: AARP's TRI-UMPH! Classic...with TRI communicating the triathlon aspect and UMPH! representing what we wanted folks to do - get up and go!
For more analysis and insights into The Million Dollar Homepage, check out this story on iMediaConnection.com.