Ikea Youtube Vids Need Actual Humor To Work

Posted by: David Kiley on January 22, 2008

There is a series of videos on youtube featuring Mark Malkoff, a Comedy Central staffer who is living in the Paramus, NJ Ikea store. I first heard about Mark on an NPR interview. I thought if this had gotten that far that when I finally checked out the videos that I would see hundreds of thousands of views.

Uh….no.

I watched the latest installment where Mark gets Lisa Loeb to come to Ikea and put on a concert for his wife. Given the edginess of Lisa Loeb, I thought this might have possibilities for success.

Uh….no.

The whole series of videos, none of which has more than 168,000 views (the first installment). The subsequent episodes have terrible view ratings, as little as 10,700. That’s because they aren’t very interesting, or funny, or ironic.

The whole thing probably looked a lot better on paper or in the pitch.

 

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News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

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