Tim Longhurst's Blog

Intel-Quickflix unite to launch bogus website… Here we go again…

May 17th, 2006 · No Comments

intelquickflixIt seems like only yesterday Coca-Cola had the wind taken out of their sails for using false and misleading techniques in their “Zero Movement” campaign. A whole bunch of people weighed in and Coke changed their game-plan significantly within a matter of days.

So how quickly will Quickflix change its latest campaign? I checked it out and it appears, at least to me, that there are a litany of false and misleading statements on this site, purportedly written by two guys called ‘Mike’ and ‘Mal’ (remember ‘Carl’ from Coke?).

What the site claims:
If you believe the site, two guys called Mike and Mal set it up in early February 2006 and in Early May, “Quickflix, a DVD rental company, and Intel have sponsored our hosting! How cool is that!!1!” the page is “copyright 2006 Mike and Mal”.

So Intel, the world’s largest chipmaker (at least for now) has joined with a DVD rental company to endorse one of the crappiest looking pages on the internet. What’s going on?

The reality:
Quickflix registered mikeandmal.com.au in late April 2006 (source: whois record):

Domain Name: mikeandmal.com.au
Last Modified: 24-Apr-2006 06:12:02 UTC
Registrar ID: R00012-AR
Registrar Name: TPP Internet
Status: OK

Registrant: Quickflix Ltd
Registrant ID: ABN 62102459352

Registrant ROID: C3691100-AR
Registrant Contact Name: Paul Wroth

So the site doesn’t appear to be owned by ‘Mike and Mal’, but Quickflix. It wasn’t set up in February, but April and it’s almost certainly not copyright 2006 Mike and Mal, but instead copyright 2006 Quickflix and/or Intel.

So why would two companies (Intel and Quickflix) mislead their audience with fake dates and fake copyright?
I don’t know. But what I do know is that Intel and Quickflix had originally planned a much slicker website than this, but decided to go for the “I’m making this website on my ‘486” look.

They are obviously making an attempt at ‘viral marketing’, but as this article indicates, that’s a risky game to play – especially if you start making stuff up and assuming no one will notice.

Asking to talk to “Mike” or “Mal”
I called Quickflix and asked to speak to Mike or Mal, they weren’t around, and I doubt they’ll call me back. In any case, Quickflix’s corporate office have my contact details, so
if they or Intel would like to comment on this article, I’ll post additional comments here.

Quickflix fesses up

In a brief note that read more like a piece of sales copy than an email, on Friday Quickflix acknowledged that the above post is accurate.

So despite the site claiming to be made in February, nah, it was launched in May. Despite the site claiming to be “Copyright 2006 Mike and Mal”, nah, it’s copyright Quickflix. The boys are just actors. Pretty much everything on that site is B.S.

So what does that say about Quickflicks’ ethics or integrity? Are customer complaints that Quickflix DVDs are often scratched and greasy accurate? Are positive online reviews for Quickflix services simply more fake posts from a company that makes up the rules as they go along? Where does the crap end?

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Category: Corporate craziness

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