E-Media Tidbits

I laughed. I didn't cry. Maybe I should, though. I just spent four minutes -- FOUR MINUTES!!! -- watching an ad for the American Express card on the Internet. And I can't wait for the next one. The four-minute "webisode" stars comedian Jerry Seinfeld and a cartoon Superman voiced by actor Patrick Warburton, according to an article by Brian Steinberg in the Wall Street Journal. The current webisode follows Seinfeld and Superman to a diner where they trade banter much like the characters of the comedian's former long-running sit-com. A second webisode is planned for May. American Express believes that viewers will stay engaged far longer than they would for a 30-second TV commercial -- and be less annoyed than they would be by a pop-up ad. Of course, if the Seinfeld shtick annoyed you, then you can expect to be annoyingly entertained. "You've got to attempt things where people will opt in," said John Hayes, American Express' chief marketing officer. Well, you definitely have to opt in. To keep the movie screen open in the virtual living room (complete with a bowl of virtual popcorn), I had to provide my e-mail address and check whether I had an American Express card. If I declined to do so, down went the movie screen! Even Seinfeld says his media habits are changing. According to Steinberg's article, Seinfeld enjoys Amazon.com and eBay and believes web consumers are looking for spectacular entertainment. "It is a cinematic type of audience," Seinfeld said.