Giant Thinkwell Ditches Facebook Games, Dives into the “Live Web” with Flickmob

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bugs are still being worked out—when I played around with it recently, some small navigation things like scrolling weren’t fully functional, and some design and interface elements got squashed together depending on which browser you used.

But the experience itself works, helped along by the distinct design style of Giant Thinkwell co-founder Kyle Kesterson. Giant Thinkwell plans to leverage Kesterson’s illustration talents by assembling “an ensemble of awesome to bizarre avatars” for users to adopt. The videos themselves are from YouTube, piped in through its API. Like, you sign in with your Facebook account (videos also can be imported from Facebook).

Giant Thinkwell isn’t the only one trying out this idea. A San Francisco Bay Area startup called Chill has also built a Turntable-for-video website/Facebook app (and just got a $1.5 million investment for it, being Silicon Valley and all).

They’re both making a stab at the “Live Web” (or “Alive Web“), a place where people can get together and interact in real time by sharing content and experiences. It’s the next generation of chat rooms, tying together layers of Web platforms like Facebook and YouTube and letting people interact and share.

“We decided that we could easily spend the next year to try and get the right celebrity and the right game and maybe make that work, but that felt to us like that was going to be a less exciting approach than going after the live web,” Tratt says. “It’s something that’s an emerging trend, and we felt like we could contribute in a special way to that.”

There are still elements of the original Giant Thinkwell idea at play in Flickmob, particularly the gamification aspect. While Facebook games were more straightforward, video-sharing opens the door for getting users to stick with the site by offering rewards, both virtual (like new avatars or points) and real, such as sponsored prizes.

Giant Thinkwell’s original focus on celebrities as the target customer has shifted, however. Instead of going after those big fish, the startup hopes to build a system that notable people will use to distribute content and get together with fans—just like Mix-a-Lot, Talib Kweli, or Questlove of the Roots have done with Turntable, or like Snoop Dogg has done with Chill (what is it with the hip-hop stars and social Web startups?).

“Someone’s going to figure out how to do this celebrity thing, but it’s going to be a company based in L.A. that has connections and has access to celebrities,” Tratt says. “For us, access to the celebrities is a function of money, and it didn’t feel like were set up to be the most successful company on the planet.”

Giant Thinkwell, which was originally hatched at a Startup Weekend, currently has five employees: Tratt, Kesterson, and third co-founder Kevin Leneway, along with Donald DeSantis and Kav Latiolais. The startup announced a $600,000 seed round in June from Madrona Venture Group, Founder’s Co-op and unnamed angels.

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