The CheddarVision campaign is truly brilliant, but flawed.
Their website claims by very strong implication – not least the counter in milliseconds – that you’re watching a live image of cheese maturing. Not compelling viewing to be sure but their hit count is truly stupendous and they’ve hit mainstream media in a big way.
However, there’s something not quite right. The website image is not streamed. In a cruel twist of fate (for me) today’s image shows the cheese next to an Easter card so it must change from time to time but it’s claimed that you can log on at 10am and see the cheese being rotated. I did, and it didn’t. It just stayed exactly the same. If you zoom right in, the pixels are rock-solid. If you compare different daily images, they’re identical. This is disappointing even though the campaign has been very effective.
The YouTube video shows timelapse images over three months. This implies that yes, the images do change from time to time. But still, it’s not really streaming now is it?
The idea has got me thinking though: in which other circumstances could you use a similar approach? One client of mine produces ink and media with publicly proven claims that when used together they resist fading for literally generations, in some cases well over a hundred years, whereas competitors simply do not.
So how about this: a genuine live feed with a camera pointing at several photos taken with my client’s products alongside the competition, with a promise that this feed will in fact run for over a hundred years? No simulated laboratory test conditions here – this is actual, real-time fading in which you see the other photos gradually disappear while the winner just keeps on going, a-la-Duracell-bunnies. You could have a countdown next to the leader’s image showing how long it will be before it starts to fade, from a hundred years down to zero. It needn’t involve fancypants studios or lighting, a broom cupboard would do. People could even visit the room if they wanted proof.
Inkcam. The Hundred Year feed. There’s got to be some – what’s that word – leverage there. Time to get on the blower.