Intern Sweatshop: or How Ben Found the Secret to Internet Buzz

Fact: The internet is a great marketing tool.

Did I just blow your mind? Ok, so that wasn't exactly groundbreaking news. The internet's ability to cause buzz and spread things like wild fire is not lost on advertisers. But, the internet is a fickle place and getting your product/client/brand talked about and spread around takes something special. Here is an example.

Ben the Bodyguard is a grizzled, streetsmart Frenchman who knows about the seedy side of things. He has made a living keeping things hidden that need to stay hidden. Ben's most unique biographical tid-bit, however, is that he's an iPhone app.

Developed by Nerd Communications, Ben the Bodyguard is an upcoming way to keep the things you keep on your iPhone protected. And their marketing efforts are amazing.

First, personifying this piece of software was a stroke of brilliance. The app's job is to protect you, making it a "person" adds an extra, unconcious level of comfort. People are increasingly wary of technology's slow theft of our privacy, so helping us relate to a piece of software also helps us trust it.

Secondly, they gave Ben an intruiging personality and spread it through out their advertising. Their Twitter feed is written as if it is Ben himself tweeting. Their Facebook page is set up as a personal page, not a business page. You can't "like" Ben, you can "friend" him. Then there is their website. Oh man, their website. It went live last Thursday, and the internet exploded with links to the site. If you search Ben the Bodyguard on Twitter, it is still getting passed around a week later. I will now link you to the website and you can see why people are still talking about it. I warn you though, now I am going to blow your mind.

http://benthebodyguard.com/index-b.php


Kyle Sacks, Intern. Going to buy Ben when he comes out.