Friday, November 27, 2009


When normal people propose to their loved ones, it is usually a case of getting down on one knee, revealing the rock and then hopefully popping the champagne. But when social media-ite Justin Johnson proposed to his fiancĂ© Marissa, he had a special idea in mind. Helped by his friends at the blogging service tumblr, he created what’s known in the online ad world as a “takeover” where every user's admin page was reconfigured to host a charming video proposal. She said yes but a “technical glitch” prevented her message back from being displayed, leading in turn to a slew of messages to Marissa instructing her to “visit tumblr and say YES”. The proposal garnered more than 9,000 messages of support along with the cynical gazes of other online commentators. As one said “Happiness is a pill hard swallowed by the unhappy.” However, in this inaugural Special Teams piece, I give Justin and tumblr a Touchdown. Justin, for having the guts to put his heart on his sleeve and communicate his feelings not just to his soon-to-be wife but to the world; and to tumblr for finding a really wonderful feel good story to test a new ad format on. Undoubtedly we’ll see this being rolled out by tumblr as a formal offering for advertisers and, with a success story like this, who could turn them down? For more, on the story and the inevitable technical glitches check out New Tee Vee.

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