How You Like Dem Apples?

A question my colleagues and I are often presented with is "What is your favorite ad?" and then it is sometimes followed with "What are some of your favorite brands?"

I can't say I've ever had a favorite ad, but there are usually at least a few current campaigns I dig. But I've realized some of my favorite brands do not advertise. At least not in the traditional sense. I'm not sure I would want to spend money on traditional advertising if I were in a position to make such decisions for these brands. The industry is a cannibalistic beast and the only way to succeed is by being fiercer and stronger than the other ads. But all that weaker garbage gets to stay there taking up space and creating clutter. Somehow, some brands are successful and refrain from advertising in the ways S.I. Newhouse knows best. Follow me.

Collegehumor was started in 1999 by two guys who wanted to share their college antics with each other. The site grew and grew and now features articles, pictures, videos etc., all while racking up 1 million+ unique visitors a month (if this thing isn't lying to me.) I've been visiting the site, almost school-daily or anytime I procrastinate from doing work, since I was in high school. I can say that I know -without any proof- that CH does not do any radio, print, or TV spots for advertising. I just learned they have "ad-supported mobile games." I wouldn't be surprised if they have banner ads taking up space somewhere on this interweb, but I have yet to see them.

What I have noticed is this: they spread their name through linkswapping, but more importantly through viral marketing. Viral marketing is the basis for CH - they create and post funny, interesting shit that you would want to show your friends. And you will do just that. Here's one of their latest Hardly Working episodes. Strangely/coincidentally it somehow reminds me of good advertising. It plays off of a recognizable situation with a spin on it and it engages the viewer by having them decode the new meaning of the familiar scene. Oh, and it's funny. (+2 points for creating a new phrase, BCF)

(I wish I knew more internet coding so I could fit the video to the column, but I don't so I can't, here's the link to the site for clearer viewing.)


I could not have a whole post about CH without mentioning their two stand-out stars, Jake and Amir. They've created characters of themselves and exploited their fake relationship. Hilarity ensues. According to this, Jake and Amir, via Collegehumor.com, have struck a deal with MTV. Kudos.

Next time: Johnny Cupcakes

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I've been with them since Take This to Your Grave, and I'm not about to turn my back on them now. I caught the Fall Out Boy's Folie a Deux leak. I'm such a bad but oh-so-loyal fan. I promise I'll buy the record when it comes out.