James has been working on a project called AdHack, which is a do-it-yourself advertising community. AdHack came to be because the mechanisms for creating compelling testimonials, print ads, web ads, product reviews, etc. are at our finger tips. In fact, they are fully within our hot little mitts. Companies can create great ads, but those ads often act in support of word-of-mouth recommendations from our peers.
For example, I recently decided to open an ING Direct account. I want those high interest rates that the commercials promise. But I’m skeptical of the company. Are they legit? I own too many “As Seen On TV” products that don’t live up to the hype so I’m hesitant to believe TV. Are the interest rates really the rates broadcast? How does it work when there are no branches? The question list is quite long so although the commercials reinforce brand awareness, they don’t compel me to try the service. What compels me is word of mouth–comments from my friend who has her mortgage with ING. Her good experience becomes my action item–go get an ING Direct account. The commerical supports my action but the real driving force is the experience of my trusted advisor, my friend.
AdHack is a community that lets people share their experiences. It’s the intermediary between company-produced commericals and peer-produced product/service reviews. It’s like an ad agency for the people, by the people.
Last week I created a quick video book review of Audrey Hepburn: The Paramount Years. My friend Kate blogged about the video as an example of a great idea for product reviewers. She’s absolutely right. And, it’s a great example of a way to participate in AdHack.com.
All of that is a long-winded way to say that Kate talked about creating video product reviews of laptop bags, and I created a video review of my Victorinox laptop bag. (Victorinox are the makers of SwissArmy knife.)