EDITORIAL: Bye Bye Sock Puppet

Share this article:
Admittedly, it was sad to hear of Pets.com's demise last week. Its sock puppet mascot, to which Pets.com is reportedly looking to sell the rights, was part of one of the few truly funny and creative campaign efforts last year. That said, any marketer who pays a dime for the use of that mascot will publicly demonstrate that he or she has yet to learn the lessons of the past 12 months. While the sock puppet no doubt scores high in consumer awareness, it has no brand value other than as a symbol of dot-com foolishness, ill-considered business plans and wasteful marketing.


On the other hand, all online marketers should go to Amazon.com and buy a Pets.com sock puppet to put on their desks. At $19.99 plus shipping and handling, it's worth every penny, if only as a reminder that when a humorous campaign ends, the joke is often on its creators.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

How Amazon Ads Might Change the Game

How Amazon Ads Might Change the Game

Will the Great Recommender introduce "pretargeting" to the menu? Is it destined to become the King of Conversion? Or will its ad business simply settle in between Google's and Facebook's?

Less Than Half of Marketers Say the C-Suite "Gets" Digital

Less Than Half of Marketers Say the C-Suite ...

The long road to digital marketing leadership starts with organizational alignment, a study finds.

Candidates Hook Into Twitter

Candidates Hook Into Twitter

A digital agency for politicians puts the power of presidential electioneering into the hands of Congressional campaigns.