On a library mailing list today I learned about the newest groundbreaking Google service:

http://www.google.com/intl/xx-elmer/

I guess this is an example of viral marketing in action. It’s gotten me to wondering what should stop libraries from using viral marketing themselves? In recent years phenomena such as librarian action figures, librarians in television shows and movies, and the profession’s own marketing efforts have chipped away at the archetypal librarian’s stately hair bun. So, why must our efforts to inform the public of our services be confined to the droll?

I design and maintain the web pages for the State Library, and one of my co-workers and I have joked about doing an “evil” version of our site - a design that would be to LiLI-D what Bizzaro Superman was to Superman. This talk was just a joke. And if it were actually done (well), it would play like a joke. But it would also be an interesting way to market us to the kids… They’re exposed to LiLI-D in school, but what if one kid (you’d have to leak this info - and hope that your site was funny or striking enough to go viral by word of mouth) knew that by changing the url slightly, you could get to a weird version of the site but still accomplish the task the teacher had given. It’s just an idea, and definitely could use some more polishing, but as the currency of the Internet is attention, this one might get a few looks.

An offline example of just such a marketing move is the exclamation point on the Boise Public Library’s sign. This is a talking point for people. Something to joke about, and it’s endearing. And it keeps the library in one’s head for a few moments longer. It reminds one the library is there, and that it may have more! to offer than is expected.

Or, while we’re being off the wall, how about a geocache that leads treasure hunters to their local library? The treasure? A library card for residents, Internet access for travellers, smiles all around, and a story that will be passed along - with a library at the center of it.