LATEST UPDATE (August 4):
ATTENTION XBOX WEENIES: When I first created this post, I didn’t really understand what this blog was about. Whatever. Now I get it. I’ve since acknowledged that. Please stop posting comments on this thread to that same effect. Point taken. Get a frickin’ life already.
It’s sad that consumer marketers think the best thing they can do with a blog is create fake ones. It was one thing when Sega did its Beta-7 blog, as that was actually really good and lots of people fell for it. But the stupid Be Tag-Free thing and now I Love Bees (from Xbox) are just lame. Michael O’Connor Clarke has the full story in his aptly named post Buzz Marketing.
A few commenters in my comments section on this post suggest that I’m not giving this its proper credit, that the blog is just one link in a chain of some kind of online mystery teaser campaign, and that lots of gamers who are following it think it is in fact a pretty cool campaign. I haven’t had the time (or inclination) to follow up on it further and judge for myself, so do take my cynicism with a grain of salt. May be I’m the one who doesn’t get it in this case, not the marketers.
What I think this does hightlight, however, is that it’s possible to come into a marketing event like this without the proper context, so marketers need to consider that. Like in the movies, you should be able to see a sequel without having seen the original and still enjoy it. If this works in its full context but looks bad if you find your way into it partway through, that is a problem. A link to this page from Instapundit would blow away the people are finding it from the start, and then more people could have a negative impression than a positive one. Like my annoyance at Big Blog Company the other day; so their “fuck you” comment wasn’t intended for outside eyes. Their mistake, however, was assuming it wouldn’t be seen out of context. Taken out of context, it wasn’t pretty.
Another Fake Blog: I Love Bees