The Significance of Mr. Splashy Pants
The whale-naming competition launched by Greenpeace provides a perfect example of how the participatory nature of today’s Internet is coming full circle, redefining appropriate organizational communications.
The as-yet-unnamed whale, a South Pacific humpback, is going to be named Mr. Splashy Pants—man, it’s as fun to type as it is to say—and Greenpeace has citizen-driven media to thank for it.
The name is on a list of thirty candidates that includes plenty of wholesome, heartfelt, inclusive appellations from myriad cultures and literary traditions. The overall tenor of these names is very much in the Greenpeace wheelhouse; they’re warm, reassuring and guilt-free—like an organic-wool pullover.
But some of those Rainbow Warriors must have a sense of humor, because they allowed Mr. Splashy Pants to make the list—and make it it did. It’s good to know the organization knows how to lighten up, but I’m willing to bet that they thought they were merely indulging in a good inside joke.
Then the citizen-driven Web found out about Mr. Splashy Pants. The ballot page was posted on BoingBoing, Digg, and Reddit. Those content-aggregator communities spread the word faster than you can say, “Call me Ishmael,” and everybody got to voting.
The results? Mr. Splashy Pants is out front with 71 percent support; Humphrey, a comfortably wry choice, is a very distant second with only 3 percent. The rest, from Aiko to Mira to Shanti, might as well hit the showers.
What’s the point? The people, when aligned behind a common cause, are frighteningly powerful. And this weight is not merely influencing the options organizations offer to audiences; it is changing the very way organizations communicate. Greenpeace has no choice but to respect the intent of these communities. Of deeper significance: They are tempering a relatively intense mission with a modicum of humor. And this is hardly hurting its message.
Other organizations, regardless of their political leanings or industry, should pay attention. There’s something Mr. Splashy Pants is trying to teach us.
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BanjoPlayingHamster said,
on November 29th, 2007 at 7:57 pm
So, if I’m reading you right, here’s what you’re trying to say:
Greenpeace came up with an internet poll which presents the voter with a choice the outcome of which is not going to change anything tangible or significant in the known universe. Thousands of people who could spare two whole seconds of their life confused triviality with the lead character from a movie which thankfully has yet to be made entitled “The Awesome Power of the Internet Goliath Conquers the World and Giuliani While Being Tasered by Canadians” and considered themselves outlaws and rebels against The Man by voting for a silly name. For a whale.
And then they clicked another link and promptly forgot about it.
Is that a fair summary?
Jay Ferrari said,
on November 29th, 2007 at 9:30 pm
Truth be told, no. What’s happened is that thousands of people who would otherwise be dismissive or disinterested in the Greenpeace message were driven to its site. The contest itself may be seen as a gimmick, but the good folks at Greenpeace are not bothered by the extra attention or the opportunity to communicate their cause — so the potential for tangible and/or significant change has increased substantially. Yes, it’s for a whale, and what Greenpeace believes protecting that whale represents in terms of planetary well-being. But no need for me to convey their mission statement. You can read that yourself.
Should take you about two seconds.
Julius said,
on November 29th, 2007 at 9:40 pm
But nobody did. People just clicked on Mr. Splashy Pants, viewed the resulting stats, and then moved on. Mr. Splashy Pants is funny. The Greenpeace mission statement isn’t.
Gabe Roth said,
on November 29th, 2007 at 10:33 pm
Actually, it’s just math. Greenpeace offered a choice of 29 serious names and one funny name. Let’s say half of the world prefers funny names for whales and half the world prefers serious names. The result is 50% for Mr. Splashy Pants and around 1.4% each for all the serious names. The “citizen-driven web” (god what an ugly phrase) only amplified this effect.
Jenn said,
on November 29th, 2007 at 10:47 pm
Greenpeace is fine with it being named Mr. Splashy Pants by so many united people, because they know that when the whale is slaughtered by Japanese fishermen, as Greenpeace clearly intends, there will now be a much greater public outcry than if the public had not latched onto the silly name.
Me said,
on November 30th, 2007 at 2:23 am
I think the name “Mr. Splashy Pants” is indicative of the general immaturity that still pervades the Internet.
quirkyalone said,
on November 30th, 2007 at 3:35 am
BanjoPlayingHamster > No, that isn’t a fair summary. Because of that silly name, the info about Greenpeace effort hit the internet tech mainstream. Without it, I wouldn’t know about the initiative at all.
Mark said,
on November 30th, 2007 at 10:46 am
So what? I spent just enough time at Greenpeace’s site to vote for Mr. Splashy Pants (you’re right, it is fun to type) and then left.
People were drawn to it because it was a great way to goof on Greanpeace.
John said,
on November 30th, 2007 at 11:18 am
Perhaps more important is that Greenpeace now has named a whale that those from the content aggregators will be saddened or upset to see hunted, killed, or harmed. This is perfectly in line with Greenpeace’s mission.
The good people of Digg, Reddit, Boing-Boing, etc. might have shed a tear if Humphrey the whale died. There will be outrage if the well loved Mr. Splashy Pants, who they all came together to help name, is killed. Good for Greenpeace for finding a way to spread their mission in a more subtle fashion than is usually attributed to them.
Lenika Shah said,
on November 30th, 2007 at 12:01 pm
I am sure that there are some out there who are interested in Greenpeace and the like who actually spent time at their site, after voting for Mr. Splashy Pants.
The way I see it, it’s a fun way of getting people interested in their causes!
ps. I am glad that ‘Malaya’ didn’t get a vote. It has a rather unsavoury meaning in Swahili.
Aldo said,
on November 30th, 2007 at 12:13 pm
I just read this thread and counted the number of times that Greenpeace had been mentioned as a result…14 times on this thread alone…not counting the blog post itself. Seems to me that the whole contest is really working for them!
Alan said,
on November 30th, 2007 at 12:37 pm
Well, like it or not, Mr. Splashy Pants it will be. I’m sure the public will now watch Mr. Splashy Pants every move and we will have active reports from Greenpeace.
Now I would suggest to Carvel Ice Cream that it is finally time to embrace change. It’s time to get rid of Fudgy the Whale and start selling the Mr. Splashy Pants the Whale Ice Cream Cake. I honestly think that Mr. Splashy Pants will get along with Cookie Puss better anyway.
Niagra said,
on December 1st, 2007 at 12:04 am
the marketing genius on this one should get a big fat raise and a promotion. Well done. Quite impressive and a fantastic way to get people to the site that never in a million would have otherwise. And you know a certain percentage did have a look at the site, that is a given. And boy when and if Mr. Splashy Pants meets his demise, and if it is at the hands of wrong doers, this lil piece of marketing has paid off again and more so than this time around. Brilliant simply brilliant.
Kudos.
Josef said,
on December 3rd, 2007 at 11:07 am
Maybe they should name the whale “Chuck Norris” so no harms comes to him.