Walmart Tries to Emulate MySpace

mattsucks writes to tell us that according to AdAge, retail behemoth WalMart is trying desperately to target the MySpace demographic with a new, and highly sanitized, site designed to appeal to teens. From the article: "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."

AdSpace

[BrynM]

The only thing is, MySpace didn't get created as a way to gather free footage for an ad campaign or to push apparel sales on kids. From the FAQ [walmart.com]:

SO, WHAT CAN I DO HERE? There's tons of fun stuff to keep you entertained! Check out the latest fashion trends and make your own personalized page for a chance to win amazing prizes from Sony! If you're a little more ambitious, create your own video clip and send it in for a chance to have it turned into a TV commercial!

The whole "Wal-MartSpace" site seems to be geared around a contest to create a Wal-Mart ad. The rules [walmart.com] of the contest state

Entrants are asked to discuss, illustrate, express their individuality (any way within the provisions of these rules and the guidelines posted on the Web Site), how it is reflected in their personal style, taste in fashions / accessories, interests, activities, etc., and to consider how Wal-Mart helps support their personal style and self-expression through the depth and breadth of products Wal-Mart offers.

And so much for it being a blog of sorts

Page and/or Page and Video must be completed and submitted at the same time in a single online session.

My personal favorite rule is the one that states

Without limitation and in its sole discretion, Sponsor may disqualify any Entry that it deems to:... Contain any beverages, tobacco, drug paraphernalia, firearms, or any depiction or representation thereof; or

Damn it, those kids better not have anyone drinking water in their submission! The four example videos shown would all be disqualified by the rules - most have trademarks or copyrights (music and clothing logos), one has someone with a beverage (gasp!) and one has partial nudity (shirtless boys). This is an ad campaign that is doomed to fail, IMHO. The bright side is that we will have some Wal-mart joke fodder for a while. Your kid, too, can have a Genuine Faux Blog(tm).

Check, check and check...

[darnok]

Screened content? Check
Parents notified? Check
Oooh, no email? Check

Yep, hits all my buttons.

Unfortunately, I'm a parent, with teenagers. I'd have as much success leading them to this site as I have getting them to tidy their rooms, speak respectfully to their elders and cook dinner occasionally.

Why Walmart? WHY?

[moz25]

A much better idea would have been to create a subsidiary and do it through them. The association with a company that works on a "mass" basis somewhat works against the desire to "express one's individuality".

Actually, if I did want to express my individuality (which I don't, because I don't have low self-esteem), I would prefer to make my own site. That's a lot more individualistic than being part of a large mass of people on a big site.

MySpace

[pubjames]

I've looked at MySpace but I just don't get it. It just full of crap. Perhaps I'm too old.

Can anyone point out a page that's actually worth looking at?
 

Re:MySpace

[BenjyD]

Appears to be a giant dating site for people who think quoting 'meaningful' song lyrics on their web page makes them deep.

An Idea

[Drago Kith Somtaw]

This is a really bad advertising ploy and a source of future labor for anyone who signs up. It is an interesting idea though, it would have worked better if they just created a seperate deparment/company to accomplish roughly the same goal, kind of what disney did with miramax. They could have just set up the site with all walmart advertisments. or just go buy the advertisments on myspace...or myspace itself. Corporate takeovers on the internet...

On the other hand, it could be worse.
They could have called the users: "Associates"
& the site: "The Wall"
 

Re:MySpace

[gbobeck]

It just full of crap. ...
Can anyone point out a page that's actually worth looking at?

Here is a Myspace page kinda sorta maybe worth looking at... The Terms of Service Page [myspace.com]. After that, it is all down hill.

Not wanting to sound like a troll, but I would describe MySpace as being something similar to the AOL effect (the legendary propensity of America Online users to utter contentless postings) plus Geocities (free websites for the masses) being applied to blogs. Sure, it gives a lot of people the means to say something on the net, but unfortunately the noise to signal ratio is very high.

Proof positive

[kataflok]

Aside from the entertainment of the mockery Wally World so richly deserves, this is a pretty clear example of the level of desperation the idiot mainstream marketers are experiencing. They, like the failed entertainment retailers, are coming to realize that they can't control the world anymore.

So, they are trying to take on this runaway train we call the web. Trouble is, they have been stuck in their little castles for so long, they no longer get the new world that is. Because they do not get it, they attempt a cheesy imitation of such.

The stunning irony here is that they actually believed this rip off would be found credible and there was no one within their ranks who was able to tell them how idiotic they looked.

This isn't the loss of a battle -- this is a total loss of the war.

Re:Why Walmart? WHY?

[Vo0k]

Actually, if I did want to express my individuality (which I don't, because I don't have low self-esteem), I would prefer to make my own site.

There are two other non-exclusive factors besides low self-esteem.

If you're (too stupid to learn proper HTML and make webpages, or too lazy to bother) and (have low self-esteem) you go for sites like MySpace. Individualism doesn't trump stupidity nor laziness.

Re:Uh oh

[Flendon]

True, but just because they're known for something else doesn't mean they can't throw money at the problem and come up with a good solution.

Well, they got the 'throw money at the problem' part right at least.

Re:Uh oh

[MrPsycho]

Right, but the key problem is the userbase. Why does AIM remain so popular as the AOL isp service continues to decline? Existing infrastructure. Everyone has an AIM screen name, and if you want to talk to them you'll likely have to do the same. So, why would I join a social network site like Walmart to shop with my friends, when none of my friends are on it? Its going to take a LOT of money to fix that and incentivise getting me to join your service. And when that's finished, did you really sell more crap?

Fix that spelling right fucking now.

[Anonymous Coward]

Speaking of MySpace, are we picking up on dogshit for education? 81 comments as of this post and the headline is still an eyesore.

Fix, editors, fix! Edit, editors, edit!

Re:Words fail

[Chris Graham]

I agree it's a stupid idea, but don't underestimate what large companies can 'leverage'. All walmart needs to do is to promote it in their stores and create some kind of incentive for people to register to it and use it (such as store discounts); then they can build on that attention by providing a quality system (which of course, they're failing at right now).

You guys are missing the point...

[Anonymous Coward]

Wal*Mart is simply doing this to gain valuable insight into the "popular" things teenagers think about. To do so is to "know your market," which in the ends gains them dollars. They don't give a damn about competing with MySpace - this is simply free focus group fodder. If they even get a few hundred users to post a few blog posts with useful marketing information, they'll be happy.

Marketing data is what they are looking for.

Re:MySpace

[Anonymous Coward]

Can anyone point out a page that's actually worth looking at?

I think the problem is you are looking at Myspace pages as a random passerby. I use my page to communicate to people who have an interest in what is going on in my life (friends, family, former classmates). Randomly going around Myspace is like looking into random people's diaries. Maybe you'll get a chuckle, but more often you'll be bored and confused.

Express yourself

[Anonymous Coward]

They just want teens to express their individuality, uh, as long as that individuality conforms to Walmart's ideas

Re:MySpace

[neoform]

It's simple, same syndrome as 'Windows'.

"Everyone else is using it."

Pre-Programmed Failure

[Tom]

This is going to fail and fail badly. For one simple reason anyone who still remembers there childhood knows: Nothing specifically designed to appeal to teens ever does.

Teens are way, way, way more interested in stuff made for adults.

Re:Uh oh

[elrous0]

I suspect Walmart is actually targetting the PARENTS more than the kids. By offering such a heavily-filtered, dumbed-down, bland version of Myspace (with the good ole' trusted Walmart name brand, no less), they're probably hoping to lure in parents looking to offer their kids a lame-ass knock-off of what the cool kids are using (think of it as analogous to Walmart's equally lame-ass knock-off clothing line).

I pity the poor kids whose bible-thumping or paranoid parents force them off Myspace and onto this turd. Just keep telling yourself that it will end when you go to college, kids. And, for God's sake, DO NOT let them send you to Liberty University.

-Eric