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Client: fuse TV
Creative Agency: JUXT Interactive

The fuse affiliate marketing group's direct clients are cable companies (MSOs) seeking to connect with the 12- to 34-year-old demographic. The MSO's website serves as a portal to its broadband subscribers, so the website can offer unique content from the MSO's channel partners. We thought that rather than repurpose content from the fuse site, we would build a proprietary web property with music, gaming and entertainment content. The F concept came out of our creative discussions with JUXT Interactive, our design partner, and it was decided that everything on the site would begin with the letter F. Floppy discs, flying saucers, the Fugly Fairy and Francois the French Ferret all come together in a music video-esque experience-- quick fun, playful, unexpected and spontaneous. From a technological standpoint, it's just meant to be a fun broadband experience for music fans.

The site experience will refresh every month, with a new featured band-- with music videos, bios, artwork as well as Easter-egg style hidden music downloads. The most talked about area has been the downloadable desktop stickers, which are simple to install and fun to play with. The most exclusive content thus far is the "Hi My Name is Mark" section, which is run by ex-Blink 182 bassist/vocalist Mark Hoppus and features his weekly updated blog and bi-weekly podcasts of all his happenings.
-- Allison Hellman, affiliate marketing manager, fuse

I think this campaign is excellent in terms of "interaction design"-- it is vibrant, sassy, full of surprises, and has a personality that is consistent from how you enter the site to how you receive confirmation that your email is sent for the "send to a friend" component. It kept my attention and it kept my attention...

The site is immersive and as engaging as any movie or cinematic experience I've seen. Great graphical language, tonality (color pallette through copy direction); it might have created a more unique unconventional "global nav," something more playful to go with the rest of the site interactivity.

This campaign might be a little too subtle, but at what point do you go over the edge? I might have been able to take a few more plugs in subtle fashions -- like the Warped Tour -- they did a good job of co-branding content. If my cable provider is smart enough to align with fuse than they probably get the kinds of experiences I'm into (if I'm the target) and will encourage more activity through either my parents or my own contracting. If I'm a gamer, I most likely would want to align with this provider cuz their "cool" and "get it."

I think I missed something because I didn't really get the "campaign" part of it. There was no overt advertising or message that I received to create a takeaway or association. But the animation and design are fantastic.
-- Brooke Nanberg, executive creative director, Avenue A|Razorfish

F*ck. The "Just for the F of it" campaign is f'n brilliant for their target audience of teenage and 20-something hipsters. There is a lot going on with this site and the content is fun, engaging and fast-paced. "Just for the F of it" employs nearly every e-marketing tactic available and pulls them off seamlessly. From a database marketing perspective, the information capture is impressive. The web user must enter his or her cable provider to enter the site, but as a user, I don't mind because I'm having so much fun trying to shoot the Fugly Fairy with my bow and arrow. Then, my eye is drawn to the Featured Band and I listen to great music from a band I've never heard of while I give fuse more information about what I like and don't like. I sign up for Email Updates with my name and email, then I subscribe to the RSS feed on the "F’n Hi, My name is Mark" blog where I can listen to 28 minutes of Y-generation commentary on my iPod after downloading the podcast. F'n Sweet.

This site hits the mark on almost every level, except a small trade-off of lack of search engine optimization by having an all-Flash homepage. When searching on "fuse tv" in Google or Yahoo!, the site doesn't show up anywhere close to the top 10 results in non-paid or sponsored listings. While some of you might be saying "F that," remember that search is an important component in a viral online campaign. Despite this drawback, I score this site and its use of e-marketing tactics a "9 out of 10." It exceeds expectations with f'n phenomenal content, captures valuable prospective customer information, and is true to the fuse TV brand and target audience. The name "Just for the F of it" reinforces the "F" in the fuse TV brand, and the site puts their brand in the customer's hands, rather than spews off self-important content and creative all about fuse. If you haven't seen it yet, check it out because it's f'n hilarious and effective.
-- Ryan Buchanan, CEO, eROI, Inc.