People of Walmart is a new blog that lets people upload, rate and comment on photos of oddly dressed people seen shopping at Wal-mart. It’s gone viral, and it would seem there’s not a damn thing Wal-mart can – or should – do about it.
Wal-mart should be a good sport
If Wal-mart tries to squash the site, they’ll quickly become the laughing stock of social media. If they laugh with the site, they’ll be accused of laughing at their own customers.
They’re better off to stay quiet and let the hoopla die down. Which it will, eventually if Wal-mart doesn’t get heavy-handed. It’s not a site that’s likely to do lasting damage to the brand, or help it. It’s a joke that’s gone viral.
But my bet is that Wal-mart won’t suck it up and be a good sport. Time will tell.
Look closely, this woman is subtle (sort of)
The caption on this photo is “You know you don’t have to dress as the logo to shop there, right?” Look closely. This woman is subtle, compared to other featured shoppers, most of whom are anything but.
People of Wal-mart was launched in early August by 23 year-old Andrew Kipple, his brother, Adam Kipple, 25, and their childhood friend, Luke Wherry, 23. The site has since gone viral, been covered in mainstream media, and attracted more than 15,000 Twitter followers. There has been so much traffic that they had to move to bigger servers.
We just want to have some fun
The founders say they draw the line at people who are handicapped “We don’t make fun of people who can’t help their appearance. …Let’s face it; we all have seen the people who obviously don’t have mirrors and/or family and friends to lock them in a basement, and they all seem to congregate at Wal-mart.”
Humorless Wal-mart spokesperson David Tovar declined to speak to ABC News, saying “it doesn’t seem likes it’s news that there’s a website that allows people to post photos on it.”
Social media, defined
What gives the site its viral appeal is the universality of the joke. The site makes you laugh and that makes a lot of people want to share a good giggle with family and friends, as well as their Twitter, Facebook and MySpace communities. In a nutshell, that desire to share something you like, or dislike, defines social media.
“It’s not everywhere that you can shop for milk at 10 a.m. next to a 400lb mother of 6 wearing a pink tube top, leopard tights, and hooker heels.” says the site’s “About” page, which also notes “This is purely for entertainment purposes and strictly limited to the outrageously bad / ugly / creepy / crazy shoppers. …We are trying to have some fun here.”
Hat tip to Jeffrey Jones
People of Walmart – a runaway hit Wal-mart can’t (& shouldn’t) stop
BL Ochman | September 8, 2009 | Permanent Link | Comments (14) | TrackBack (
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Categories: Alternative Marketing, B.L. Ochman, Buzz, Entertainment, Fun, Nonsense and Parodies, Peer-to-peer, Social Media, Social Media Marketing, User Generated Content, Viral Marketing, Word of Mouth
Tags: , nonsense and parody, people of walmart, user generated content, viral website, Wal-mart, word of mouth
Tags: , nonsense and parody, people of walmart, user generated content, viral website, Wal-mart, word of mouth
Its interesting that you think that Walmart should make no mention of it. There looks to be a few pictures taken from the point of view of Walmart employees.In that case I think it would be responsible to take action and express to employees that they are not take pictures of customers no matter how ridiculous they are dressed. To me it would be reasonable to come out and say that all customers have the right not to be mocked on an anonymous website and Walmart will do its best to ensure that its employees take no part in this.
Kevin – If one worked at Wal-mart, and one wanted to keep one’s job, I’m sure it would behoove one not to make fun of customers. That’s just common sense.
But making that clear to employees should not require action or statements related to this site – it should be clear in HR policy, part of corporate culture, etc.
Wal-mart is going to have a big social media mess on their hands if they start making statements prohibiting employees from participating. But I bet they will. :>)
Now this is a great way to really bring some traffic to a website.
I think I agree with you here- what else could they do? I’m not sure there is even a trademark violation here (not that that would be a positive PR either, to go after them on those grounds).
By the way– “Lol-Mart.” There. I said it.
A company’s got to be able to keep cool under fire and be able to laugh at itself. I agree, just ride it out, Wal-mart. Maybe a small self-deprecating joke somewhere…
B.L.
thanks for posting this – really insightful in terms of how companies cannot control online as much as they think they can. They have to play in the sandbox too and be good sports!
nettie
It’s always tough to gauge how a big corporate entity will respond to this sort of viral/social media attention but it usually isn’t in an embracing manner.
When I first saw this site I envied their mass appeal and hope that my site can become as successful.
http://bluetoothdouchebag.com
I don’t think Wal Mart should do anything. They can’t control the blog so nothing good would come from opening their corporate mouth.
Coincidentally, Ad Age has an article basically touching on this exact issue:
http://adage.com/digital/article?article_id=138845
Dave – I cross post from my blog to AdAge Digital Next. that’s why you saw the same post, edited a bit by AdAge. :>)
thanks for pointing that out!
BL
Great post. This is such a weird situation for Walmart to be in. I think if Walmart even mentions anything about the site it will have the Streisand effect and just get worse. I usually love a good self-deprecating joke in these instances, but it doesn’t seem like it would be a good fit in this case.
Who knows, the website might even encourage people, especially college kids, to shop at walmart to see oddly dressed people.
This is strangely like a car accident. I’m not proud of myself for doing it, but I’d hate to admit how many pages deep I went on this site “investigating.”
Of course Wal-Mart can’t and shouldn’t do anything. And maybe this is all good. The economy has probably brought people into Wal-Mart who had never been there before. Perhaps they should be made to view this site,as a public service, before venturing in. And, to wax a little too serious for a moment, it’s a good reminder that for most of the folks in your average target audience, the big question each day isn’t which tie goes best with the shirt.
Mike – much as I also hate to admit it, my “investigating” also went on for an hour, and that was just the first day.
You’re so right about the target audience. Nothing beats hanging out in the store and talking to them. Yet so few store executives ever go among the real people who are their customers.
That’s so mean! that girl probably thought she looked so good in her pretty yellow new dress. I hope she never sees or knows about that pic!
I would cry if someone put me up on this site.