Qwikster: Quick (disa)ster

Social Media Treasure Hunt?

Many of you have probably heard the news that Netflix is splitting its movie service: streaming videos and postal mailing orders–the latter of which will be called Qwikster. An interesting name, to say the least. Most recently, I read a related article on the latest problem highlighted on BBC News.

@Qwikster has nothing to do with Netflix or the name of their movie service. Jason Castillo a marijuana-referencing, football enthusiast, actually owned the Twitter name before Netflix secured an account for themselves. Christopher Hofman Laursen, director of the European Domain Centre, says as quoted on BBC News, “Netflix had made a grave mistake in not securing the Twitter handle before the launch.” Mr. Castillo is asking for financial compensation to hand over his Twitter name. Despite pointing out the disaster of the mistake, Laursen also mentions, “Every company should be on social media now, that’s where all the traffic has moved to,” he says, “All the communication today between companies and customers is on social media.” This comment is, perhaps, more important upon second glance. “All the communication today between companies and customers is on social media.” Yes, the grand echo effect. I know my elders always said I don’t have to do what everyone else is doing, but this is the occasion when we all must betray that saying. Businesses have a presence whether or not they like it because that’s where everyone else gathers– in order to have a face, you’ve got to be there. Furthermore, businesses may want to start their strategies/campaigns online. That is, if you’re going to brand a new service or name, begin your research, communication, and branding on social media sites. Yes, by doing something as easy as placing social media under item number one, a big company such as Netflix could have avoided the Qwikster disaster.

What do you think? Join the discussion!

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2 thoughts on “Qwikster: Quick (disa)ster

  1. Both Netflix pricing change and is brand split have been hurried, careless, and counter productive. Allie points out their failure to secure their new trademark on social media accounts, which is an expensive mistake…and one even beginners get right.

    But worse, by splitting the firm, now only the unfortunately named Qwikster has the power of the “First Sale Doctrine” behind it to guarantee that Hollywood films get to their subscribers. I’ve blogged how this makes the resulting “New” Netflix far more vulnerable, both the Hollywood studios, and to the pot loving Elmo fan that owns their Twitter name.

    You can see the details here:
    http://econsultancy.com/us/blog/8031-netflix-fragments-its-brand-in-a-self-made-disaster

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