The hardest lessons for many brands to learn are quickly becoming the most important lessons of web marketing and PR: people don't care about your brand the way you do. Given a choice between saying something profound and saying something funny, we will invariably take the latter. Taking your communications online can't be done just for its own sake; you must be serving a larger strategic purpose by doing so.
The funny thing is, the thousands of parodies that will have emerged by this time tomorrow could just have easily been made without the Blue Box Challenge - just add Photoshop (or even MS Paint) and a little creativity. But it wouldn't have occurred to anyone to do so without the Challenge. On Wikipedia, there is a phrase for this.
(thanks to @nancy_martira)
Josh Shabtai and I have an unspoken, schadenfreude-fueled competition going to see who can portend the most doom for Twitter, but today I'm going to shelve that and actually give the service some kudos.
Twitter's load-bearing capability is as robust as a matchstick house, and a solution for that continues to be its greatest need, but a close second was a decent search functionality. They've solved that today by announcing that they've acquired Summize, which now resides at http://search.twitter.com. Instead of trying to spend developer hours trying to reinvent the wheel, they've brought an excellent solution in-house.
This is a shot in the arm that Twitter needed badly.
I run UK & EMEA digital strategy for Cohn & Wolfe during the day, and I make iPhone games with Hard Six Games in my spare time. Nothing you read here is the perspective of Cohn & Wolfe or any of its clients. You can email me at fdrizo at gmail dot com.