Web 2.0 Brand of the Week: Limbo

The Web 2.0 Brand of the Week is Limbo. Limbo is synonomous with 'How Low Can You Go,' and Limbo's brand promise is the person with the lowest unique bid wins. Most auctions go to the highest bidder, these ones go to the lowest and most unique. Somebody now owns an H3 for the wager of $36.65. Sweet. They paid a buck to place the bid (and a lot of other people paid a dollar for the same opportunity), and scored big. Low risk, high reward. You can bid a penny, but the minute some other nerd bids a penny, you are no longer unique. The bidder of something offbeat like $15.33 could be the winner of a nice prize like $500, 2 mos of free gas, or a Sony Cybershot.

Another thing I like is the url. 41414.com is a great url because it is a twisted call to action. It's an ad, a reminder and a brand reinforcement all at the same time. You have to know the url to get to Limbo and you have to know the text number to send in your low bid.

Limbo is seven letters of less, the url is brand centric, the brand name connects smartly to the value prop. Limbo is the Web 2.0 Brand of the Week.