Among other odd things the internet has told me recently, I heard of an app for casual fistfights called Rumblr. As I was sharing this supposed fact with a friend via chat – “Look, it’s for all those times when you need to punch a guy but cannot find one available for punching” – I checked it on Snopes, only to find that it’s not a real app. Rather, some blokes wanted to start a creative consulting agency, and creating buzz around this fictitious app was part of their portfolio: look! We can get the whole world talking about a Fight Club app, even though there’s no such thing; imagine what we could do for you and your real company and its real products. Even though they’re very quotidian and boring. We have the skills. Our engagement with the market convinces them to pay very real attention.
As my friend George put it: “This all feels like a disgustingly post-modern subversion of the fight club idea – an imaginary fight club app (already a subversion) that is meant to advertise for a consulting agency (more subversion). There are so many levels of insincerity piled on top of something that was originally supposed to be about stripping away the false modern facade of life and reducing men to their primal instincts…It’s kind of grand, really.”
I’m putting it in my mental file next to “an e-reader version of 1984 where the text changes as you read it.”