• by John Hallenborg , June 13, 2002

In some respects, JackStreet.com’s BuzzBox is an archetypical future tool. Its design anticipates further proliferation of broadband technology in homes and businesses, so the optimum version of BuzzBox will not roll out in significant numbers for some months. The BuzzBox differs from other on-screen pop-up devices in that it can feature infomercial-style interviews with vendors of products and services. As the key tool in the newly launched Buzzcasting Network, the 400 x 500 pixel BuzzBox is configured to deliver either audio-only or audio-video promotions.

There are three basic versions, two of which work well over a typical 56k modem connection. The simplest version, currently in test phase, pops up on command to deliver streaming audio. A second version will display three revolving video images in addition to audio. Optional features include a viral marketing component (Buzzcasting), a live help function, a call-to-action buy-now link and a link to customer ratings.

The fully featured iteration will display motion video with infomercial-type content in addition to audio and the optional features. Site visitors can also chat live with the vendor. But without a broadband connection (DSL, cable, or other), full-motion video can be glitchy, with occasional dropouts and frozen images.

All versions run on the RealNetworks v.8 platform, which has a user base of 180 million. Advertisers check results through the system’s “buzz meter,” which records views and the number of times content has been passed along through the Tell-A-Friend Buzzcasting feature. BuzzBox faces an uphill client adoption battle, however, as there are several pop-up tools in the market with comparable features.

Payroll processing giant ADP is strategically partnered with JackStreet to promote Buzzcasting to ADP’s 250,000 small and emerging business clients. Other strategic partners include Microsoft and Commission Junction. In the near term, JackStreet is testing the BuzzBox with 50 businesses, including Houston, Texas-based Picture Me Perfect (picturemeperfect.com). Kris Thompson, co-owner, turns digital images of newborns into fancy birth announcement packages for offline distribution to family and friends.

JackStreet co-founder Errol Smith says that for the test phase, he will run an audio-only interview with Thompson and her husband partner, plus viral marketing and user feedback ratings, which Smith says “are very strong for this particular business.”

Another test client, David de Waal, founder of Shortcutt.com, a Capetown, South Africa-based provider of web store start-up tools and similar services, likes BuzzBox’s combination of streaming audio and viral distribution. “Novelty plays a big part, and I think we’ll see a good viral effect,” he says. “If it works, we look forward to being one of the first companies to sign on.”