All your TechCrunch 5 belong to Hugh
For as good as I am sure it was, the real news about Michael Arrington's Web 2.0 party is what Hugh Macleod accomplished. He's on a misson, and it is working ...
So, here's the situation:
The Web 2.0 glitterati decide to meet at the house of the blogger leading the 2.0 charge so they can discuss one of the buzz books of the moment.
You are trying to use wine blogging as marketing disruption.
The party is on the West Coast.
You live in London and cannot travel to the party.
What do you do?
Send 10 cases to Arrington and show 'em how it's done.
You can't buy the kind of endorsement that Michael gives Hugh and Stormhoek, because everyone knows the deal. It is, for lack of a better word, cool. The relationship is transparent, and that matters. We all know what Hugh is up to, but that's ok. That's the way it should be.
In other words, honest transparant marketing and communication just plain works.
I think this is brilliant and that Hugh/Stormhoek will be a massive success. He is tapping into the best parts of viral, word-of-mouth, blogging and plain old good marketing and PR all at the same time. If the wine is anywhere close to as good as the marketing, this is a winner.
I also want to specifically mention Stormhoek, who donated ten cases of their premium wine to the party. It is incredibly good wine, and their generosity in sending it has made me a lifetime customer. Hugh Macleod, who is leading their blogger attack, is adding incredible value to them as well. Somehow a full case of the wine disappeared into my closet before the party started, so anyone visiting in the next couple of weeks will be treated to a glass. :-)
Sunday, February 19, 2006