OK, it’s early to call a winner. But take a look at the Terse Reply Syndrome site from Jott. Bst campgn of 08 if u ask me.
Several things have come together. First, they’ve identified a pain that many live with and don’t even think of as solvable. Second, they’ve targeted a product very specifically to that pain (I haven’t used it so I can’t vouch for it’s effectiveness). Third, they’ve specifically targeted those who feel the pain. Sure, winning a corporate IT department would be a big win for them. But those IT departments don’t feel the pain in the way that the users of those IT assets do. Generate enough end-user demand and trial and the IT folks will move to accommodate it.
This has great viral potential. Watch one of the videos and try to keep yourself from forwarding it to at least one person. A simple but highly focused Website, a couple of short videos…this can’t have cost very much. Their ROI is going to be huge. Thanks to Rohit for pointing it out.