[The Cube Grenade that Kula PartÂners comÂmisÂsioÂned me to draw for them. You can downÂload it here and print it out etc.]
My Best Pick-Up Line Ever.
During the dotcom boom in early 2000, I was out in Los Angeles for six months, working for a startup, renting a house in Venice, near the beach. The usual…
One night I was at a big party in the Hollywood Hills, with my friend Colin, and his girlfriend, Amy.
Colin and Amy were a nice couple. Colin was a bit of a clown and a rogue, but pretty lovable. Amy was a real sweetheart, and cute as a button.
The party was pretty typical LA: a large herd of twenty and thirty-somethings wandering around rather aimlessly on the make, trying to score romance and/or useful business and social contacts. We’ve all been there…
About one a.m. Colin and Amy approach me.
“Ready to drive back to Venice?” asks Colin.
“Sure, not a problem,” I say. “This scene blows.”
Suddenly, this other cute girl comes up.
“Excuse me,” she says. “Are you going to Venice? Would you mind dropping me off on your way home? My ride already left an hour ago. I live just off Santa Monica Blvd…”
Sure, no problem.
So there we were, driving home, the four of us. Colin and Amy in the front, me and the cute girl- her name was Cindi- in the back.
The car was a late-1960s silver Rolls Royce; similar to the kind John Lennon had. Colin had bought it for a song the year previously.
The back seat was huge- Colin and Amy were probably four feet in front of Cindi and I, making in hard to talk to them without shouting. Besides that, Colin and Amy were already lost in conversation, the radio was playing pretty loudly, so Cindi and I just carried on by ourselves, talking to each other.
It was a fun conversation. Cindi was smart, funny and delightful company. I can’t remember what the conversation was about- just the usual young single’s LA banter, I suppose.
We’re talking away, when suddenly I interrupted her quite suddenly.
“Hmmmm…” I say, “You’re kinda cool… I’m kinda cool…”
A slight pause.
“We should kiss!” I exclaim, rather jokingly.
Cindi looks at me for a moment, says nothing, then suddenly leans over and plants a big one on the ol’ lips. Hurrah!
I won’t tell you what happened after that, only to say that, with Colin being the biggest gossip-monger on the planet, for the next few months I couldn’t go into my local bar in Venice without one the barflies jokingly saying, “You’re kinda cool… I’m kinda cool… We should kiss!” every time I walked by.
The thing had gone viral at the bar. A few years later the bar’s owner told me that the regulars still liked to use it at the bar, when they wanted to tease a friend. It had become a legend. Thanks Colin! Heh.
Don’t worry, I didn’t really come here to tell you about my love life.
I was just thinking earlier today about how this story relates to Cube Grenades. Seriously. Hear me out:
Cube Grenades aren’t designed to work like traditional advertising messages.
“Here’s why you should buy my product” would be a bit like me saying to Cindi in the back of the car, “Here are my recent bank statements and a compete list of all my former sexual partners; would you like to go bed with me…?” Human beings are far too sophisticated for that attitude. It wouldn’t have worked with Cindi, why would it work on our customers?
The way the Cube Grenade works, is more like a gift, a social gesture. “You’re kinda cool… I’m kinda cool…” i.e. a social object that expresses the idea, “I’m into the same things you’re into.”
And I’m starting to think more and more, as marketing gets more and more about The Social, the ability to make these kind of “You’re kinda cool… I’m kinda cool…” social gestures with one’s market is going to get increasingly important. Just sayin’.
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