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On top of that, the advertising tried to sell the platform itself. That might work if the platform already has content people want. Since people want the conten
by emeraldd 6y ago
On top of that, the advertising tried to sell the platform itself. That might work if the platform already has content people want. Since people want the content, they want the platform.
Instead, there wasn't anything there that people already knew about/wanted. Consequently, there was no reason for people to want the platform. (i.e. Why do I want to pay for this new thing?!?)
Personally, I found Quibi's advertising so annoying and pointless that I would likely never be interested in looking past it to see what the platform was all about.
On the other hand, if they had started pushing shows/creators as an anchor for the platform (with something like an "only on Quibi ..." branding say) it might have been more interesting. I.e. make the platform secondary to the content, convince people they want the content, and that gives them a reason to look at the platform in the first place.
Basically, the consumers don't care about the platform itself so much as they care about what it provides them.
- barney54 6y agoI remember seeing some Quibi ads and had no idea what it was or why I should care.
- kevin_thibedeau 6y agoA cryptic name doesn't help: Kwai-bee? Kwee-bye? 100% fail on branding 101.
- etblg 6y agoIt's apparently short for "Quick Bites" so I guess it would sound the way no one would expect it to -- "Koo eh bye"
- nwatson 6y agoKind of sounds when pronounced in Portuguese like Kibbeh (https://www.oliviascuisine.com/kibbeh-lebanese-beef-croquettes/ https://www.oliviascuisine.com/kibbeh-lebanese-beef-croquett...), Lebanese "beef croquettes" (I never was a big fan). Usually spelled "kibe" in Portuguese. It seems to fall into the "Quick Bites" category.
- jcranmer 6y agoThe first Quibi ad I saw had a British person saying "So Americans call a jiffy a Quibi? Huh." For an American who had literally never heard of the service before, that come across as incredibly pretentious. I'm not sure if that ad was targeted at Americans, at British, or at Americans who watch British stuff, but I can't imagine how it would come across well at any of those target audiences.