Week Without a Browser write-up on the Karsh blog

On Karsh\Hagan Connect, I write about my week without a browser:

Blame it on the Karsh\Hagan creative brief. It continually reminds me that people today lack patience. When they want information, entertainment and products, they want them now.

In 2009, half of all new connections to the internet will come from a phone. Karsh\Hagan has launched mobile podcasting for one client. And a mobile advertising campaign for another. But to fully understand the possibilities and pitfalls of the location-based, hip-pocket media of the future, I wanted to immerse myself in it. So I deleted my browsers and pledged that for at least a week, I’d access the web entirely through my email application, RSS reader, and mobile device.

Read it all here. There are guest appearances by Kenneth Branagh and the Karsh\Hagan accounting department.

My week without a browser that became three weeks without a browser finally yields an insight

My ongoing experiment finally turned up a useful observation. My goal was to use only my Blackberry, email app, and RSS reader to access online content. I assumed the experience would teach me something about mobile marketing. But while I did feel an increased a connection to brands that offered mobile sites, like Google and 9NEWS, the most interesting change was the way I managed my life. My desktop email and calendar applications became meaningless when I could manage those functions in real time from my mobile device. So by purposefully eliminating Firefox, I accidentally eliminated Entourage. I'm not sure if it's fair to extrapolate my experience to the general population, but think about this: If more people start using their mobile device as their primary means of retrieving email, email marketing that contains lots of links, offers and products will become pretty annoying. Short emails with a simple coupon for one targeted offer would be a whole lot better.

Week without a browser extended due to id10t error

When I decided to try to live for a week without a desktop browser, I expected a learning curve. What sites could I access with my mobile device? What blogs could I follow through my RSS reader? But I didn't anticipate the learning curve that came with the device itself. It took me a couple days to realize my secondhand Blackberry didn't come with a media card. And they don't make it easy for Mac users to update their system software. So I am extending the experience for another week. Maybe by next Friday I'll have something interesting to say about the mobile web. Or not.

Me without a browser

It's too easy to say that mobile is the future of digital. It's harder to live it yourself. But immersion is the best way to learn anything. I have a hand me down Blackberry, with Twitterberry and GPS. And I'm going to use it for the next five days for everything I would usually use a browser for. Including typing this post. Web 2.0, meet what's next.

New work for the Kappa Alpha Order: Brasstacks

Kappa Alpha Order is a nationwide collegiate organization that wants to be known for its commitment to chivalric ideals. At Karsh\Hagan, we created the position, "The moral compass for the modern gentleman." And then we set out to prove it by developing a movement to inspire gentlemanly behavior at college.

The hub of the experience was a 54-page book named Brasstacks, which was given to freshmen men on 50 campuses. It aimed to give readers "the tools to enjoy freshman year. Without becoming a jerk." Mobile phone users received text messages that helped them excel in their studies and social life. At Brasstacks101.com, students signed up for encouraging emails and downloaded Brasstacks art and t-shirt designs. Karsh\Hagan also distributed posters, stickers, bookmarks, coupons and other materials.

We took on KA because we were offered the chance to make a difference in the lives of young men, right at a point when they face a dizzying array of temptations. We'd never seen it done before, so we wanted to do it. We also got a chance to improve our mobile marketing, work in the media arts, and tap some great illustrators.

I'm so proud of the work I just want to burst. Thanks to Karsh\Hagan and KA for letting me do it.

Chief Creative Officer: John Meyer
Copywriter: Matt Ingwalson
Art Director: Dennis Wakabayashi
Interactive Director: Peter Yesawich
Interactive Designer: Kerry Healy
Poster and T-shirt Designers: Kerry Healy, Tom Duane and Camille King
Illustrators: Josh Holland and Jeramiah Clark
Studio: Matt Nasi
Account Management: Vanessa Louis and Jen Racioppi