Branding Billiam

As you probably know, one of the questions posed via YouTube video in the recent Democratic debate, came from a snowman figure, with a Mr. Bill-like voice, who asked about global warming. What is the significance of this? Is it the end of decorum? The dawn of a new era of interactive accountability?

Don’t be absurd. It’s a branding event!

The snowman has a name, which is Billiam. According to the WSJ, the two “unemployed” brothers who created Billiam:

have done interviews with local television, snagged a spot on the Wisconsin Public Radio game show “Whad’Ya Know?” and are working on a line of “Billiam the Snowman” T-shirts. They’ve also launched a “Billiam the Snowman” presidential exploratory committee — online….

The Hamel brothers couldn’t be happier about the attention. At last count, the question has been watched 130,000 times on YouTube. “It means our 15 minutes of fame may stretch to 30,” says Nathan, 26 years old, who created the snowman with his 23-year-old brother, Greg, who does the voice.

Once again, an example of co-promotion: Citizen-whateverism that’s not about participating in a brand or an event or a process. (After all, global warming questions are hardly a breakthrough or novelty in presidential debates.) It’s about latching onto a brand or an event or a process that seems likely to draw attention, and stealing some of that attention for yourself, and your own idea or cultural offering … however threadbare that may be.