A quick glance around campus will inform any sharp-eyed student about MyJohnnyZero. The advert-isement is a simple sign that displays Johnny Zero’s signature and a hyperlink to the Web site. MyJohnnyZero could be anything – an online service, a start-up clothing line or perhaps a new store in the area. The real intentions of MyJohnnyZero, however, are not apparent by the simple facade.
MyJohnnyZero is an undercover marketing cam-paign to promote The Well, an on-campus ministry organization.
Undercover marketing, for those unfamiliar with the term, is a form of marketing that generates buzz about a product without the consumer realizing. Consumers will subconsciously remember the site, visit it and pass it on to friends to promote what they have seen.
MyJohnnyZero tells the story of a young couple in love. Johnny, a plastic mannequin, and Julia met on MySpace. The couple does not hang out with many people but have a great relationship that involves only the two of them. In the second third of the saga, Julia begins to find faults in the relationship and wants to ‘belong to something bigger’ in the world. As one might imagine, that ‘something bigger’ is a relationship with Jesus Christ. The Well becomes the catalyst for that relationship.
The Well, at its basic tenets, serves as an easy way to fellowship and meet like-minded students. While this can be viewed as a great thing, there is too much emphasis on socializing rather than worshipping. In my experiences at The Well, students tend to be looking for a companion to their next social or perhaps someone to drink with on Saturday night. This overly social atmosphere counteracts any positive experience.
One of the few times I attended The Well, I was absolutely appalled at some of the behavior of attendees. A fine young man in the restroom was on his phone talking to a friend about ‘bringing some hot girls I met at The Well’ back home with an innuendo about sex littered in the conversation. I suppose this goes along with the gossiping and chitchat about getting drunk during the coming weekend. Of course, The Well does not wish to acknowledge this dark side of their audience. I know this from first-hand experience with the MyJohnnyZero ‘Share Your Thoughts’ section.
After I had fully taken in all of the MyJohnnyZero marketing material, I decided to share my thoughts as the Web site had encouraged. I recounted my experiences at The Well and what I think the organization should promote. I signed it as ‘Opinionated’ and left it as food for thought. Apparently, some food is considered rotten and tossed off the table.
My post was removed from the Web site within 24 hours. There was nothing offensive about my post. It was simply rhetoric about how I thought they should spend more time improving their focus on worship rather than investing time in marketing tactics. I believe this to be true based on my experiences with The Well. My case might be an extraordinary one, but it is still a valid opinion.
Is there something wrong with my dissenting opinion? I think everyone should be exposed to challenges of their beliefs. It helps us grow and enhances our ability to defend our true beliefs. By suppressing the beliefs of others, we put ourselves in an idealistic situation much like Johnny and Julia.
Non-idealists need not apply to MyJohnnyZero.

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