There's nothing I love more than cocky, clickbait-y, ham-fisted, virally-aimed campaigns and content-free content marketing. Well, it's my lucky day, because since last week the pablum hose has been backing up with a flutter of buzz for this plucky start-up campaign. Jordan Bishop wants you to buy his unknown $4.50 products before you know what they are. They are physical objects, there are 24 colors and variants on this theme, and he even worked with two whole designers for a couple of months to make this wacky dream a reality. But beyond that? Nada. He's not telling!
Tuesday is superficial content marketing day
Jordan is an entrepreneur whose subsequent articles include such gems as "I accidentally took over the Internet: Yesterday I did something that's never been done before." Yes, I hope he patented this clearly groundbreaking move to sell people a surprise product. However, unless this surprise product involves cold fusion, a previously undiscovered element or a new and improved government conspiracy, it will be a minimally surprising reveal.