Crystal Light’s Version of Online Community = Cheesiness!
Question: What do you get when you combine Mandy Moore + a wanna-be facebook/myspace/online community format + a HUGE website budget?
Answer: uPumpItUp.com a very slick online community that is SO sicky-sweet/cheesy I actually physically cringed. And then immediately turned my volume down and promptly visited dietcoke.com to reverse any long-term negative effects. (I think I’ll be alright.)
So I understand what Crystal Light is doing and I applaud them for trying. As many food companies know, it’s hard to keep consumers coming back to your site unless you give them a pretty compelling reason to do so. Obviously, in building this community, Crystal Light is encouraging their female consumers to visit their site on a more regular basis. Plus they are actively trying to form a relationship that goes beyond their sugar-free 5-calorie powder beverage - which is great! But why, oh why, does it have be so annoyingly cheesy!
First you have Mandy Moore (whom I normally like) and her cast of expert friends…(pulled verbatim from the site)
- Erika Lenkert is your go-to gal for all things social.
- Bobbie Thomas shares stylish ways to express your creative side.
- Mandy Ingber helps you tune out distractions and tune into yourself.
- Cynné Simpson shows you ways to explore the amazing world around you.
They all provide challenges that “inspire us to do more of the things that make us feel great, and help us share that feeling with others!” Wow. Sign me up for that.
Anyway… like I was saying, each expert provides a challenge. One of my favorites is from Mandy, the yoga teacher, who wants everyone to start forming meditation circles with their girlfriends. Um, yeah. Or from Cynee, the award-winning journalist, who wants everyone to “cross their hearts and promise to go exploring with friends.” My first question is - who says cross your heart anymore?
On a positive note, I will say the actual website is nice. It’s easy to navigate, attractive, and very interactive (if the talking people had a better script, I could like tolerate them.) But I think where Crystal Light COMPLETELY missed the boat is in deciding whom they’re actually targeting. And I honestly have no idea. Females, yes, but what age? Looking at the experts I would say mid-late twenties, but with all the “cross your heart” talk could they secretly be going after 3rd graders?
So explore, heck, sign-up for a challenge if you want. You’ll join a huge community of 59 other people who are forming meditation circles while crossing their hearts. 