Reviewed site: www.dietcoke.com
As "What's Your 20?" loads on my computer, I realise that I'm looking at
both the past and into the future. And frankly, I'm not sure
dietcoke.com knows which direction it's heading in.
On the one hand, the new entertainment series featured is a glimpse of
what you're likely to be seeing a lot more of on the web. It delivers
high production quality content, recreating the visual impact of a TV
miniseries on the web. No doubt others will follow, as this is another
good sign that the bar is lifting in terms of a potential creative
impact of the web. For that, thank God.
Unfortunately, the site fundamentally fails to deliver on the potential
that the medium offers them. In many ways, the series seems like a throw
back to the days when manufacturers produced their own shows, with
little real reason other than to put their name on it. Shot in a
hand-held documentary style, it follows the daily life of a movie
production assistant. While the site promises to "document Mary's every
experience, from the mundane to the sublime", it seems to focus more on
the mundane. Interactive features allow you to get more background
information about the series. But this seems like a useless exercise if
you don't find the series itself intriguing.
In the final prognosis, the site fails to deliver on the real promise of
the web - to create a truly compelling interaction with the brand.
