I was watching cable last night (OK, I wasn't actually listening, just watching from corner of my eye while I surfed online), and low and behold a commercial actually caught my eye. It had something to do with home tech help, and looked vaguely familiar brandwise. At the end, "Twelpforce" flashed on the screeen with the URL http://twitter.com/twelpforce.
My first reaction was: is Twitter really advertising?!!! Do their VCs know about this?!! (harken back to scores of pre-revenue dot coms in '99 spending their way out of biz with stupid TV commercials) My attention quickly went back to my real focus -- my pc -- and I visited http://twitter.com/twelpforce. I realized that it was one of Best Buy's Twitter profile pages. Get it? Help + Twitter = Twelp...
Then I was truly dumbfounded: why the heck would a brand spend TV dollars to get people to go to another company's web site? (as an aside: if the click-throughs on online ads are supposedly bad, then the click-through on TV ads must be really bad...really, really bad) OK, I'm not that dense and do understand their rationale, but I have to ask again: why the heck would you send a few people to a new service brand (after you've spent millions promoting Geek Squad) whose presence resides on another company's web site???
Last note: I absolutely REFUSE to 'follow' the Twelpforce. I like good marketing; this is not good marketing.