Mrs. Dewey: Search Engine With an Attitude

Even thought this may not be recent news, I found out about Microsoft's promotional project, Mrs. Dewey, only last week. An experimental web site (started in 2006) that promotes LiveSearch using an Adobe Flash software is something that might appeal to the future reference services. Mrs. Dewey's concept has a 21st century touch as it offers visually something new and entertaining, and this may appeal to a group of library users. So, why not create a reference service based on this concept?

Pros:
* great promotional tool
* integration with ILS (for optional use)
* integration with reference service (for directional questions)
* entertaining

Cons:
* costly to implement (Adobe Flash design, video equipment, scenario script-writing)
* may be seen as a "threat" by the reference librarians
* is it really effective? (more studies, meetings, etc.)
* may offend some groups of users if library avatars start imitating what is "cool and sexy" on the internet, not unlike Mrs. Dewey's charming but sexually charged image.

Facts:
* started by Microsoft in 2006
* Adobe-Flash based
* developed by McCann-Erickson design firm
* avatar is a person (Janina Gavankar,an actress who features in ~600 video clips)
* promotional web site for LiveSearch

Sources:
www.msdewey.com/
en.wikipedia.org/wiki/Ms._Dewey
www.seroundtable.com/archives/006645.html

p.s. see also the most recent ALA's supplement to Library Journal which features a story about virtual reference service.