experience matters

Honeyshed, a product of Droga5, a Publicis agency, officially went live today. The site is positioned as a mash-up of branded entertainment, shopping, social networking site. Keeping it strictly business – not discussing the scantily clad hosts – I have 3 main issues with the site which are reviewed below.

1. Why are they calling it Branded Entertainment? While the concept of bringing chat, favorites, video and shopping into the same screen is commendable, it is everything I don’t want “Branded Entertainment” to be. I consider branded entertainment to include things like product integration, gaming, professionally scripted plot lines, etc. I hate to say it, Droga5, but branded entertainment has evolved beyond a series of commercials.
2. What about the consumer? Honeyshed doesn’t allow users to watch what they want, when they want. The site links to a few videos in the “archive,” but the content isn’t arranged by vertical or product category. I opened the chat window and began a dialogue on the site with “User 35,” and he responded that verticalization was planned for Phase II of Honeyshed. That’s a step in the right direction, but it doesn’t speak to how consumers are actually consuming content or how they participate in eCommerce.
3. Where’s the innovation? Their only multichannel offering is a toll-free number. (No comment.) I see multiple opportunities to integrate mobile and downloadable video to provide additional product information and to make it a better experience the consumer. While I have respect for all brands that are willing to take risks and get involved in the social computing marketplace, it’s novelty entertainment – just another mass media play in a micromedia world.

Rating:

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