Friday, July 16, 2004
Hilary Duff Goes Guerilla and Gets Personal!
Word has it that about 250,000 calls have been placed using the "send a personal message from Hilary" feature on the website promoting her new movie, a Cinderalla story. It reminds me of the choose your own adventure books where you selected one of the canned options they gave you and that determined where the book took you next. Hilary's site is like that but the canned options are incredibly complex. If you're a programmer then you know what it's like creating multiple related select boxes, well create about 15 of them with anywhere from 20 - 50 options and you'll understand the kind of data this little app packs. The most interesting part to me isn't the fact that the website will actually call the person who's number you enter with the personalized message you and Hilary created. But rather all the data being collected without you even knowing it. I mean, this is like choose your own adventures with the cookies turned on. The marketers that dreamed this up are sitting in a board room laughing themselves into a riot as they get high on the tons of demographic data they're pulling in every second. This is a research project even Jonah Peretti would be proud to claim ownership of. The other sleeper concept that's completely hidden is the company placing the calls using (I assume) voip to all of Hilary's 12 year old followers and the technology used to create the audio files. In the case of the call I placed, my wife is more than double the age of Hilary's normal demographic profile. It would also be interesting to look into exactly how the company creating the audio files does it so well. Hilary actually sounds like she's talking to you and even though you know the words are being dynamically inserted into her message you can't hear a pause or anything. I'm surprised Hollywood hasn't started using this technology when they dub over curse words for the Saturday afternoon movies on CBS. Oh wait, they don't have to anymore, cursing is all the rage now. Ear muffs!
By Jason Dowdell at 12:59 AM | Comments (1)