Promo shot for the '2011 Mediocrity', part of a viral Subaru campaign
Also: why such a short campaign? Last Friday, the campaign had been going for barely a week, but McHale said it would soon wrap up. At the time, the microsite had drawn 30,000 uniques in two days and 339 mentions online commentary -- not bad, but why not milk it a little longer?
And third: why launch the bulk of the campaign so late in the week? We didn't get to the Twitter/Facebook/microsite until the weekend of the 9th -- and for those not immersed in web traffic stats, weekends are always a low-point. Why not launch on a Tuesday and run with it throughout the work week?
In sum, our biggest disappointment is that the Mediocrity campaign was conceived to be so short-lived. It's well-done, insightful, and vastly different from most car campaigns -- we wish it would stick around a bit longer, if only to keep us laughing.