NEW MEDIA CHOICE: What's Your 20? Kent Wertime, CEO, OgilvyInteractive

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