Whither Widgets?

 

Last year, Newsweek declared that 2007 would be the Year of the Widget. I’m not sure that most consumers—or advertisers—agreed. Because even today both are trying to figure out exactly how to use these mini-applications (for those of you unfamiliar with widgets, they allow you to automatically deliver content to a person’s desktop or mobile phone—here’s a more detailed description).

 

And if advertisers overall are finding widgets tough to figure out, CPG companies are having an even more difficult time. We’ve often said that giving consumers something of value is key to effective online marketing. Creating successful widgets calls for offering even GREATER value to consumers. Because you are asking them to download an application and give it valuable desktop space.

 

Hard-core do-it-yourselfers could certainly see value in having the Home Depot’s weekly specials delivered to their desktops. But it’s a bit more difficult to find a widget with a strong value proposition that’s related to a toothpaste. Difficult, but certainly not impossible. Here are a few examples of CPG companies using widgets.

 

Not long ago Attention Shoppers! called your attention to a lovely web site created by St. Ives in support of their new Elements line of skincare products. As part of the site’s stated goal of helping you achieve a “Happy Face”, visitors to the site are invited to download a couple of widgets designed to add to their daily happiness. One of these (promoting an Element product that protects your skin) gives you a daily weather forecast (not unique, and available from numerous other widgets). Another, in support of the “Fresh Start” product, offers women help in setting and meeting goals. Nice.

 

Mike Davis, a Creative Director at Digitas, showed me this new widget from Aquafina. I like the way it leverages their funny TV ad featuring feisty Chicago Cubs manager Lou Pinnella. But will many people really want to download this to their desktop just to hear from Lou every day? Granted, the widget also includes RSS feeds for the latest baseball information, so maybe big fans will take the time to download the application and make it part of their desktop. Maybe.

 

If you have any other good examples of CPG companies using widgets, please let Attention Shoppers! know. We want to embrace the widget, but are having a little trouble getting our arms around them at this point.