Economic uncertainty is being blamed for the demise of the Honeyshed, with funding from Publicis being pulled & the site to be formally shut down. Don’t know the Honeyshed? It was launched in November 2007 as the pioneering branded content shopping website for the “digital generation” where users could watch a stack of branded content featuring models/actors who happened to be talking about the latest Nike shoes, perfume & gadgets.
The Honeyshed was concepted and developed by Droga5 (of-course!) and was one of the most talked about ventures into the online unknown, with huge hype and accolade, it was eventually drawing about 20,000 unique visitors per day, but that wasn’t enough to turn a buck, which didn’t actually surprise me if you looked at the user-experience & cart strategy. I really loved the concept and the content – but fundamental floors with the design would seriously deter easy conversions, check out the site and just try to find the buy button! For more information, check out Ad Age.