Adweek
10/26/2007
Droga5's much anticipated branded entertainment effort, Honeyshed, has launched. At Omnicom-backed digital shop Critical Mass' blog, Experience Matters, Heidi Skinner pans the site for its clunky interface, a lack of innovation and segments that is "a series of commercials." "Where's the innovation?," she writes. "Their only multichannel offering is a toll-free number. (No comment.) I see multiple opportunities to integrate mobile and downloadable video to provide additional product information and to make it a better experience the consumer. While I have respect for all brands that are willing to take risks and get involved in the social computing marketplace, it's novelty entertainment - just another mass media play in a micromedia world."
