ChaCha. Ask Away.

Last week I was watching “Chopped”, a cooking competition show on the Food Network, where contestants are given 3 obscure ingredients and 20 minutes to prepare an incredible dish. It reminded me of those activities in school or at camp where you’re given a bag of random supplies, and instructed to “make something amazing” out of it. I always hated those activities, but I was really fascinated by this chef competition. I’m curious as to why I would hate one and love the other, since at their core, the two are based on the same general idea — resourcefulness within given parameters — but I imagine my like/dislike dichotomy stems from perceived practical application and an intense opposition to the existence of pipe cleaners and pompons.

Text-based Mobile advertising is a brand new medium, with a brand new set of parameters:

Your Goal:
Engage teens and young adults

Your Medium:
ChaCha

Your Creative Specs:
1. Format: ASCII text
2. Sizes: maximum 27-150 characters, depending on placement
3. Color: 1-color - black

3 physical parameters; 0 conceptual parameters
That’s not that bad, is it? There’s only 3 parameters

Anyway, as Creatives, it’s nothing new for us to work within necessary parameters to achieve goals. We’re all very familiar with that. Every medium has it’s own limitations and unique benefits; every goal helps us channel our creative expression.

Seriously, though, as soon as you can see beyond the restraints of text-based Mobile advertising, you’ll notice that the only limitations are physical. Just like the competitive chef who envisions a powerful sauce when given ingredients as seemingly obscure as grape juice and goat cheese, let your creativity run wild — there are no conceptual parameters.

Ideas, questions, brainstorming, topic requests, etc. are encouraged in the comments.

Next up: Simplicity by Design