I am nothing against comic book pins, and I will gladly accept the 16 free pins riding along with upcoming issues of Flashpoint books. But here's something I've noticed with those DC Nation hullabaloo text pieces over the past few years... they have become more and more nakedly pathetic at talking to readers. I don't know if they just keep having non-writers pen these things, or if DC genuinely thinks human beings are this easily swept along by marketing bullshit, but the breathless, advertorial tone of these things has just become sad.
Take a look at this piece about the pins. And remember, these are pins.
Greetings DC Nation,
Our epic FLASHPOINT event begins in May and everything you know will change in a FLASH.
You will be amazed at this totally new and fresh look at the DC Universe that Geoff Johns, Andy Kubert and a team of the industry's top writers and artists have created where your nothing is what you expect. (sic)
Even the symbols that the heroes wear on their costumes are different but feel familiar at the same time.
We here in DC's Marketing Department were so energized by the amazing stories crafted for each character and their unique new designs that we wanted to create a way for the DC Nation to share in our excitement.
Beginning in June, fans will be able to get 16 different exclusive pins featuring one of the all-new symbols or logos by visiting their participating local comics shop. Each 1.5" pin is associated with the first issue of one of the FLASHPOINT limited series. Just buy the first issue of each title and you'll get the pin for free. This is the only way you will be able to get them. They won't be given away at conventions or available anywhere else.
Look for the display pictured on the counter of your favorite comics store and make sure that reserve your copy of each miniseries today to guarantee that you get one.
These pins will make a great addition to your collection right next to your set of different color power rings.
Collect them all and enjoy these amazing comics! You won't be disappointed.
Hope to see you wearing them proudly at an upcoming convention.
The marketing department was energized? As readers, these pins are supposed to help us share in the excitement? These are fucking pins. And they're not even sculpted or cloisonne or interactive or electronic or even replicating classic props from from our beloved DCU. They are fucking smallass cheap circular pins, with a logo over white and (no doubt) a regular wire stick back.
These are somehow comparable to last summer's collection of plastic Power Rings? Not even close.
Let me tell you how marketing works. Somewhere, someone in the division wanted to talk like a human being and play up the cool Flashpoint storyline while mentioning that DC is celebrating the books with some free logo pins. A DC Nation column was written to that effect. Then that text got kicked up and down the company, where suits and sales execs decided the language lacked a call to action and needed punch and did not generate enough excitement. So another draft had to be worked up that pretended these pins were fucking god's gift to the world, and the poor Marketing Manager had to put his name on it in order to humanize the document.
Situations like that continually destroy any hope of an organization actually interacting with fans and customers. The non-creative types fly in, water down the language, make sure the dialogue is overblown and empty, and sap any honesty and clarity the message might have enjoyed.
But believe me, they all have themselves convinced that they avoided cliches and created a finely crafted, unique, on-point ad.
Just today I drove past a billboard for a car dealership that asked if I was "looking for innovation?" Innovation, from a car dealership? What, like holograms and jetpacks? You're the dealership. You had jack-all to do with the cars themselves and whatever technological advancements they have. We all know that. What we want from you is to not get ripped off on our car purchase.
The tone of that DC Nation article is false, and everyone instantly reads it as such.
You're talking to comics fans, DC. Just tell us we're getting pins and we'll probably be happy.