"#61: Freewheelz
The April 2000 issue of Esquire magazine introduced its readers to an exciting new company called Freewheelz. This company had a novel business plan. It intended to provide drivers with free cars. In exchange, the lucky drivers had to agree both to the placement of large advertisements on the outside of their vehicle and to the streaming of advertisements on the radio inside their car. Strict criteria limited the number of people eligible to receive a free car. Not only did you have to guarantee that you would drive over 300 miles a week, you also had to complete a 600-question survey that probed into personal information such as your political affiliations and whether you were concerned about hair loss. Finally you had to submit your family's tax returns, notarized video-store-rental receipts, and a stool sample. The entire article, written by Ted Fishman, was a satire of the much-touted "new economy" spawned by the internet. Attentive readers would have caught on to the joke if they had noticed that Freewheelz's official rollout on the web was slated to occur on April 1. But readers who didn't notice this tip-off flooded the offices of Esquire with calls, demanding to know how they could sign up to drive a free minivan. The satire also went over the head of the CEO's of a number of real internet start-ups with business plans similar to that of the fictitious Freewheelz, companies such as Mobile Billboard Network, Freecar.com, and Autowraps.com. Larry Butler, the CEO of freecar.com, later confessed to Fishman that he was so scared at the prospect of this new competition that he cried when he first read the article."
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Added: 4/02/2006 02:21:00 PM
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