This observation takes me back several months in the the dribbble-sphere.
If you're a web designer, then you already know about the insanely-awesome site called dribbble over at dribbble.com.
"I liked it so much, I bought the shirt!" -- A. Houser
in their words
Dribbble is show and tell for designers, developers and other creatives. Share sneak peeks of your work as “shots” — small screenshots of the designs and applications you’re working on.
Designers are "drafted" to play, and by "play", I mean post images of what we're working on. It's an extremely-social atmosphere, and you can actually get some great feedback through the process of posting design iterations.
I was drafted by my good friend Eric about 5 months ago, when it was still considered a private beta. Even with thousands of players, the public couldn't view player's shots.
"Behold, the Ampersand" by Alan Houser (my fave), courtesy dribbble.com
Then the ads came. Today they appear on the right-side of the site, typical to site banner advertising, the ads are outside the context of what people are there to do. One of these early advertisers was MailChimp, one of the leaders in newsletter software.
... months and months go by ... (segway music here) ... dribbble is now a public site, meaning that the world can go view activity. They still can't participate unless they're a drafted player. While that part adds a bit of tension for outsiders, it seems to keep the quality at the highest level possible.
A few weeks back, I noticed that Dan Rubin, designer to the stars, posted a few MailChimp images, and this week, I see Veerle Pieters is now posting some. (all posted below)
Between these four images, there were 2,816 eyeballs that clicked-in to view the images. These eyeballs were mostly designers who are potential MailChimp customers, decision-makers or at the very-least, influencers.
It's this designer's opinion that MailChimp targeted these top designers, knowing (possibly encouraging) them to post shots on dribbble. Maybe it's far-fetched to assume that MailChimp recognized this awesome opportunity, but these dribbble shots posted by the web's top designers are ads themselves, and the very essence of social marketing. And that's why I say IT'S GENIUS.
Visit me on dribbble.
"Mmm, Paper." by Dan Rubin, courtesy dribbble.com
"Finishing touches" by Dan Rubin, courtesy dribbble.com
"Where's Freddy Looking?" by Dan Rubin, courtesy dribbble.com
"Bricks X Dots" by Veerle Pieters, courtesy dribbble.com
Handsome Dan just Tweeted me:
"they may have hoped for it secretly, but never suggested or hinted. they picked designers who love to share, I guess :) ...see also: http://drbl.in/22248 (from @)."