A new picture-based social media platform launched this week. It’s only available to an elite few, not because they were the first to register for the service, but because they’re rich enough to use it.
Rich Kids – an Instagram-inspired app – gives wealthy Gen Y’s access to an exclusive community, accessorised with superior travel, gilt-edged homes, designer shopping, Lamborghinis, private jets and Boosted Boards.
If kids choose to post pics to ‘the world’s most exclusive social network’, they’ll pay $12,000 a year for the privilege.
On the other hand, it’s completely free and open to lurkers. Just like in real life!
You Can’t Sit With Us
The landing page convinces its A-class constituency that the fee acts as a gatekeeper (obviously), and weeds out the millions of supposed riffraff populating Instagram.
‘If it’s too much for you, it’s not for you…only really rich can afford their profile here.’
Ouch. Might want to put some ice on that burn.
It’s a perfect snob. A glossy veneer with a sting in the tail, all thanks to assertive and punchy short-form character copywriting. Have a read of these call to actions:
The web master’s plucked straight from Tina Fey’s Plastic trio. They’ve got too much time and money on their hands, so they do what any insecure 16-year-old does. Give a tongue-lashing to anyone who gets in the way.
And, Apple doesn’t get it.
But it’s harmless.
That stereotype of the annoyed, wealthy and exuberant rich kid – the well-off bully in the canteen, the sports star in the flash car – is a quintessential Beyond Clueless moment. The voice at the helm of Rich Kids is instantly recognisable to a population bombarded with teen movies throughout the 00s. It’s infuriating and smirk-inducingly ridiculous.
The aggressive tone of voice, in this case, is a stroke of brilliance as its picked up a wealth of media attention. Characterisation should be a consideration for brands selling products to target demographics.
But, before we get too cynical, a third of the membership is donated to charities dedicated to providing education and the promise of a better life to impoverished children. This gesture proves CEO Juraj Ivan has shrewd marketing instinct as well as unique creative flair.