Three Minds On Digital Marketing @ Organic

Three. Wolf. Moon. If you recognize the three words, then you probably know at least part of the story. If you don't, it is the digital equivalent of a butterfly flapping its wings in the Amazon and six months later that action directly resulting in a category-five hurricane striking New York City. Well, in this case, tiny Marlborough, New Hampshire.

On November 10, 2008, Rutgers University law student Brian Govern posted a satirical review on Amazon.com. It was for a product that he hadn't been shopping for, but found its way to him by way of the site's proclivity to recommend somewhat random products. In this case the recommendation was for a t-shirt. A t-shirt emblazoned with an image that was destined for an irony-driven star turn in the national spotlight. One that appears torn from the side of a disco van from 1977. In Anchorage, Alaska. Three airbrushed wolves. Howling at an oversized moon.

Unable to resist, Brian wrote an impassioned endorsement that ended with the following words. About a product he had no intention of purchasing.

"Pros: Fits my girthy frame, has wolves on it, attracts women
Cons: Only 3 wolves (could probably use a few more on the 'guns'), cannot see wolves when sitting with arms crossed, wolves would have been better if they glowed in the dark."

Today, 859 other people have added reviews of their own. And a product which last year was trickling into the hands of consumers at a rate of one or two per day is now selling at a rate of more than 300 units per hour. Michael Krinsky and Jeff Grosner, owners of the company that produces the shirt, are now the unlikely manufacturers on the top-selling item of clothing on Amazon.com, a position that they secured on May 19th and have held since.

The story made it into the newspaper of record--the New York Times--last Sunday. It got to ABC News--and TV--on Wednesday. The Associated Press released their syndicated print version of the tale 23 hours ago. But what none have so far chosen to mention is the cult that spawned the phenomenon. Following the breadcrumbs to other "related" products for sale on Amazon.com quickly demonstrates the cult's power. As well as the talents that they wield.

I am speaking of the cult of the satirical reviewer.

They have written poetry about milk. Cracked wise about overpriced diamonds. Gotten snarky about exercise pants. And now they've got their first number-one hit. Three Wolf Moon. Remember the name. Because it may well symbolize a spiritual shift in the very fabric of hipster irony. Mock Three Wolf Moon if you must, but why? Instead, recognize the cultural moment that produced it. Celebrate the unlikely response by a student and the ensuing dogpile that now has 300 shirts an hour flying across the Internet. As an oft-sarcastic and sometimes public-facing consumer, personally, I'm finding the moment strangely empowering. A new twist on the American dream. With wolves. Which makes it inherently more awesome.

Daniel Turman

PS. Of course there's a YouTube parody that's racking up the views too.