Why do Seamless ads appeal to Recluses and Trolls?


If you’ve been in the NYC subway recently, you’ve probably seen a very thorough campaign run by Seamless.com. I love using Seamless, but it seems to me this campaign strikes an odd tone that fundamentally misunderstands the value in their service.

I love Seamless – when I order through their service, I see all my local takeout offers, without a drawer of crumpled, out of date menus. The problem with old-fashioned delivery ordering isn’t the phone call – it’s the selection process. Yet this campaign overlooks Seamless.com’s capabilities as a super-menu in favor of pitching the site as a service for recluses and trolls.


I’m fairly certain Seamless’s user base isn’t built on sociopaths so terrified of human interaction that they’ve formed a subreddit to instruct minimum-wage food workers. And I know I’m not such a tech-worker caricature that I lack the ability to pick up a phone.


It’s great to see Seamless raise their brand’s profile. They’re one of the better platforms in an increasingly crowded corner of the web, and they provide a real value to both their users and their restaurants. I hope they find a message that more clearly communicates that value for their next campaign. 


Now, who wants to join a meetup to protest getting their mailbox stuffed with menu flyers? (you could always just follow @jamesfacts on Twitter, too!)

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About jamesfacts

I’m a student at General Assembly entering the Web Dev Immersive program. My passion is exploring how the internet is working to reshape culture. Find me on Twitter or

05. March 2013 by jamesfacts
Categories: Advertising | Tags: , | Leave a comment

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