Retailer’s ‘Social’ Site May Be too Unhip and Strict to Catch Teen-Apparel Dollars.
Called “The Hub,” it’s a quasi-social-networking site for teens designed to allow them to “express their individuality,” yet it screens all content, tells parents their kids have joined and forbids users to e-mail one another. Oh, and it calls users “hubsters” — a twist on hipsters that proves just how painfully uncool it is to try to be cool.
Desperate to appeal to teens with something other than pencils and backpacks during the crucial back-to-school season, Wal-Mart is launching a highly sanitized, controlled and rather unhip site at walmart.com/schoolyourway. Teens are invited to create their own page, “show it to the world and win some fab prizes,” including a chance to have their videos appear in a Wal-Mart TV commercial. Wal-Mart’s agency is GSD&M, Austin, Texas.
The opening page shows video of four teens — a bubbly fashionista, a Texas football player, a quirky skateboarder and an aspiring R&B singer from New York — who are clearly actors reading a script, although the videos are positioned to appear authentic. Within, there are pages such as “Beth’s Backyard Club,” where you find a picture of her in a strapless prom dress above the approved quote: “I’ll school my way by looking hot in my Wal-Mart clothes to school to catch a cute boy’s eye. …”
It you try to be cool you’re NOT! Wall-Mart tries too hard like the guy who’s just too friendly towards you…you KNOW that he has something else in mind. What is it with Wall-Mart any way? Not content to be just a department store they want to get into EVERYTHING They’re sort of the retail version of the United States government. Kids won’t buy into this. It’s aimed more at the parents who want to control every aspect of their children’s lives. It won’t work. Believe me I raised two kids who are now pretty good adults. I was a good parent but I kept it real as they say. Total control is NOT the answer. Guidance is the answer. Today from our Federal governent to “we are everything” Wal-Mart the emphasis is on CONTROL. It won’t work. Historically it has never worked. As usual the kids will find their own way.
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Make thier own videos? HAHAHA! I wonder how many will get sued for using “CopyRighted” music in the background or a T-Shirt with a “CopyRighted” logo on it? Or something else “CopyRighted”