Wright 2 Know

By Rick Harshman
Vice President, Casino Marketing
Wright Casino Marketing

It’s 3pm on a Saturday and I’m walking through a small community in Colorado called Highlands Square, a quaint little district trying in vain to be the new “in place” to shop, dine, spa, people watch and take a pull on a crafted beer.

And, as is the norm, there’s not much going on. In fact, more people are here to “be seen” than actually people watch.

The weather is gorgeous, high skies with not a cloud in sight and the air is filled with the aroma of $6 coffees.

In the distant, I see a long stream of men walking towards me, carrying babies.

Yes, babies.

It seems like hundreds of men, with a salvo of babies being held like sacks of groceries. Walking single file taking up block after block.

Oh, my goodness it’s a Dr. Seuss Flash Mob…in the middle of nowhere during the middle of nothing.

I watch the “mob” stroll the streets, roam into shops, and flip unnecessary u-turns, all to garner attention. Innocent bystanders and lunch goers look on in delight, panic and amusement. Much the same as you would at the three-headed calf at a carnival sideshow; you keep starring, no matter how hideous or idiotic.

Better yet, why am I even worrying about their existence? I’m here to people watch and finally, there’s more people walking the streets than out-of-work part time baristas.

The men lined both sides of the streets and faced each other. Then they slowly started to hold up their babies like Simba, from the Lion King. I suppose it’s some sort of tribute to fathers and the role they play in raising their children.

But why am I forced to guess?

Now of course this message gets lost because trailing behind all those guys are mothers pushing hundreds of empty strollers.

Coincidence?

Maybe the message is fathers need mothers to help raise their babies, or it takes a village to raise a child or perhaps mothers don’t trust daddies alone with their babies.

Again, why am I forced to guess?

And as I watch the babies slowly lowered back into the father’s chests and securely tucked into their arms and walk away, I’m asking (again) why? Where is the message? What’s the point?

Sure, for a brief moment in time you captured my attention and those around me. But at what cost and for what reason.

Think about it.

Are you asking your captive audience to guess your intent or message? Are you relying less on the written word and more on shocking visuals and flashy creative to gain attention?

Why? Tell me what you want me to know and I’ll remember.

Oh sure, I ended up later Googling the flash mob…but then all it did was irritate me even more to find out it was a silly message about a Brotherhood of Dads…and I just wasted more time. And by then, the message was lost.

If you want to check it out: http://bit.ly/iPwkBu

Rick Harshman can be reached at 720.941.2422 or through email at RickH@wrightcasinomarketing.com.