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October 20, 2004
Applied Creativity: A+ For Jib Jab
Sometimes, marketing campaigns just take my breath away! A recent example is the phenomenon of Jib Jab. Two brothers in Irving, Texas (in case you don't know, Lee Harvey Oswald hung out there) named Gregg and Evan Spiridellis decided to fool around with a flash parody of the 2004 election. Their result, “My Land”, is a funny and wicked spoof of familiar faces that we all know and love. Well, know anyway.
They are definitely PC (politically correct) in that they insult everybody: “liberal wieners and right wing nut jobs”.
Somehow, Jay Leno and The Tonight Show found My Land, and paid for the brothers to produce a second animation, “Good To Be In DC”. As they say in their blog:
“I wish I could tell you that our 'can do' attitude gave us the courage to try and do it again. In truth, we’re a couple of whores. Jay Leno asked if we’d be interested in making another one to debut on The Tonight Show, we said, 'YES! YES! TAKE US, JAY! TAKE US!' Then we went back to our warehouse and panicked.”
The result: 50+ MILLION downloads and counting. So, let's do some numbers here ...
You can watch the two animations for free, but if you want to download them to your computer, it will cost you $2.99. Not much, of course. But if only 1% of these 50 million 'downloaders' buy, that's a cool $1.5 million. I don't know, of course, but I am willing to bet that a whole lot more than 1% spent the three bucks. And there are other goodies ...
*You can buy them on DVD for $9.99. A one percent return on that is $5 million! Holy smackers, Batman!
* You can also buy t-shirts, screensavers, mugs and the usual assorted memorabilia. Wonder how many of those will wind up in Christmas stockings around the nation?
The moral to this story is that one single idea can make a fortune for anyone. And how did all this happen? It doesn't seem as though Gregg and Evan know themselves. More power to the spirit of human creativity!
Posted by SydneyJohnston at October 20, 2004 1:05 PM
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