What’s this, then?
September 23rd, 2008This is the press release that was sent out this morning.
It’s fairly self explanatory.
On a personal note, the motivations behind Schtock are genuine. The Corbis library is inspiring to say the least, and I will continue to make posts and updates to both the site and the blog for as long as I am able.
/ For immediate release
Schtock.com
Agency:
General Projects
Brief:
As a newly formed design shop, General Projects launched with a self-assigned first project – to get the attention of Corbis and eventually turn that into a client relationship. This was done by launching a faux-viral campaign online with the intention of getting the Corbis name in front of as many members of their target audience as possible on a limited budget.
Schtock.com posed itself as the brain-child of a stock photo employee who cataloged images for a living. Inspired by the photos that crossed his desk on a daily basis, he “couldn’t help but play around.” Schtock was the result of these visual experiments. While Corbis was never overtly mentioned in order to maintain the plausibility of the site’s motivations, the photos used were of such a nature that they could only be found in their deep library of both contemporary and historical images. As the site was updated daily with new images and blog posts, it was launched via personal emails sent to select sites. The blogosphere was actively encouraged to believe that Corbis was the source of the campaign by way of clues that were left around the site, driving up traffic and intrigue.
Results:
- Mentioned on over 150 separate sites, putting the Corbis brand in front of over 200,000 viewers over the course of 4 days.
- Over 20,000 unique visitors to the site itself during just 4 days.
- Positive feedback across the board:
“Schtock: Modern Day Folk Hero”
- Veer
“Of course it’s viral advertising. Smart too.”
- Comment, PDN Magazine
“I hope this blog becomes so popular that the company this person works for, sponsors it or lets him list the company’s name, such a great advertisement for their images.”
- Hero Design Studio
“Possibly suspect, but one of the most interesting links i’ve seen on here for a while”
- Comment, QBN.com
“..whether this is just some guy who get’s bored at work, or a genius marketing campaign, it seems to be stirring up the design blog world.”
- Design Fix
“STOP getting hung up on the idea that video is the only thing that can be ‘viral.’ [Here are] examples that border on guerilla, experiential, interactive, whatever. First, for Corbis, check out schtock stock.”
- Make The Logo Bigger
Images
See select Schtock images attached
About General Projects:
General Projects is a full-service design agency that focuses on highly original marketing concepts with limited budgets.
While a partner at his previous firm, Fwis, General Projects founder Ben Pieratt launched such projects as Readymech, The Covers Blog, The Museum of Art for the Arts, and Readycam.
CD: Ben Pieratt
Dev: Eric Jacobsen
Relevant URLs:
http://general-projects.com
http://schtock.com
http://blog.schtock.com
- -
http://readymech.com
http://covers.fwis.com
http://corbis.readymech.com
http://mofaa.org
___________________________
Ben Pieratt
Creative Director
General Projects
general-projects.com
pieratt.com
Cell: +1 978 / 491-7637
Fax: +1 978 / 231-0407
September 24th, 2008 at 4:24 am
[...] I opened my feed reader to this. A press release opening with the following brief: As a newly formed design shop, General Projects [...]
September 24th, 2008 at 10:35 am
nah. Liar.
The internets do not like your kind of deception. You’ve just lost any credibility as an artist. I think you’ll find out, as time passes, how much there is to regret about fooling people. You’re not anonymous.
Bad decision. Go away now.
September 24th, 2008 at 7:04 pm
Very smart indeed. I am intrigued and inspired by the direction of your progressive endeavors and can’t wait to see what comes next.
September 25th, 2008 at 9:41 am
Hah! Never had any clue or care as to the particular stock site, but I’ve been a covers.fwis reader for ages now, and I’ve found myself unconsciously assuming there was a relationship between the two. Perhaps because all the images have felt very book-covery…
Anyway, just keep the images coming. They are inspiringly put together, whatever the intention.
September 25th, 2008 at 6:05 pm
So… only letting the good stuff through, eh?
A variation on dishonesty.
September 29th, 2008 at 2:42 pm
my first thought when viewing schtock.com: “looks like he is ripping off pieratt’s style”
October 1st, 2008 at 10:50 pm
Sweet designs GP. Keep um coming.
Mick - you stink of arrogance and envy. Go hose off.
October 21st, 2008 at 7:57 am
I understand you are an ad agency working for a client that is very pleased with the result$ of this campaign but to make us all believe that these pieces were an altruistic outlet from a fellow designer expressing his/her voice from within the artistic contrast between commercial and independent work is not only a shame but a lie.
Smart viral campaign, yeah sure. The ideas fountain is drained out anyways.