The Siteless site is a concept used to describe a website that is used as a landing platform for the distribution of other content related to that site or brand. The site itself has no content of it’s own, but merely pulls in data and content from other partners.
It is sometimes used a hub to send the user off to a Flickr page, Twitter profile or Facebook page.
In other instances it can be used as a term to create self-referential links between all other sites relating to the same meta-brand. In this case there might not be a single domain tying everything together, but references to other properties are visible on e.g. Youtube, Facebook, Twitter.
Skittles and the Modernista website were two of the most popular examples. The feedback on the campaign quickly pointed out the negative reviews and comments – something similar happened to the Yogisip campaign locally in South Africa where semi-explicit videos were uploaded, but also immediately taken down. These types of sites will always require a moderation tool built in.
However, the feedback and hype generated by the campaign can most certainly be argued for in a positive way. Estimates range that the Skittles campaign was seen by close to 500k people directly, generated more than 10k tweets plus all the earned media that it generated was worth the hype. The Skittles campaign definitely worked as a once-off, it is tricky seeing that this type of concept would work well in another iteration. But the lessons one can learn out of it is valuable.
Regarding Modernista, the site is a brilliantly executed and produced piece of work. It shows us what is possible with a simple piece of javascript. They’ve used the best tools possible (Flickr for sharing work, Delicious for thoughstreaming, etc) to achieve their objectives.
In the Jeep example (they’ve since launched a new campaign and site), a small widget pulled through examples of member photo’s uploaded to Flickr and tagged with Jeep.
An older campaign is that of the Orange Internet Balloon Race campaign also some more info here.
If you found this interesting, you might also like the Constellations not Destinations theory of social networks.
I’ve been fairly quiet of late, but I promise to start ramping up my blogging a lot more now!
I like this concept, especially when its used as advertising/marketing for companies. It adds more credibility when the data it pulls are from normal users. If I see a product I’d want to buy in its natural “habitat”, as is the case with Jeep, I’ll be able to make a better choice… It’s actually a 2-edged sword. It adds credibility, but on the other side, it might deflate one’s idea about a product. I guess it depends on the product too…
Meh… I’m rambling + I’m studying for my marketing exam in a week’s time. This is what’s on my mind.
You’ve been quiet? Bit of an understatement, don’t you think?
%The Siteless Site « Uno de Waal Blog% A nice product that keeps little ones from bonking on hard floors %Saturday%. Only downside is that there are LOTS of pieces to have to “work” back together when it’s disassembled, and the material “dents” rather that exhibiting a more “rubber-like” behavior. All-in-all, good value for the money and a fun and educational product for tykes ‘n’ toddlers.