During my tenure at Schematic our team was involved in helping to conceptualize this idea. It scared the living daylights out of us, that said, when Droga and team talked about it, it always felt like an ad campaign to us, it certainly had the potential to be an internet property as long as they understood the crawl, walk, survive concept.
The site, billed by David Droga as “QVC meets MTV,” never found much of an audience in its 15 months of existence.
Lessons learn, plenty of course. Ad Week first reported this story.