Site crashed? No prob, here's a kitten

tumblr.top.jpgTumblr's "Tumbeasts" are the newest addition to tech startups' attempts to appease frustrated users. By Julianne Pepitone, staff reporter


NEW YORK (CNNMoney) -- Blogging site Tumblr has experienced many of the problems that come with scaling up: downed servers, database bottlenecks and other glitches. When it crashes, users get cranky.

But this week, the site took a big step forward toward appeasing them. A giant new data center? A multimillion-dollar IT overhaul?

Nope. A furry green mascot to liven up its error screen.

Tumblr's old crash messages were staid black "we'll be back shortly" missives. A Tumblr blogger, author/illustrator Matthew Inman of webcomic The Oatmeal, decided that was hopelessly outdated. He created a new one, featuring pop-eyed green mutant (but cute!) monsters, and launched a grassroots campaign to get it adopted.

"The site is beautifully designed, but their error page was so freakin' boring," Inman says. "I had drawn these little monsters about a year ago, and I felt like this was a good time to bring them out."

Tumblr agreed. Just hours after Inman blogged his creation, the company revamped its error page to feature the "Tumbeasts" -- who now have their own Tumblr and Twitter pages.

Amusing error mascots are popular with users, but they can also deliver a bottom-line payoff: Being direct about screw-ups often strengthens users' faith in a brand.

"The spirit of transparency is the new order," says Michael Gaiss, senior vice president at branding consultancy Highland Capital Partners. "Plus, being funny probably lightens the bad press around problems."

The most iconic of these efforts is Twitter's "Fail Whale" -- the microblogging site even refers to errors as "whales" in its system status updates. Twitter's history of crash whimsy runs deep: Before it introduced the whale, it had the error kitten.

Giant Google (GOOG, Fortune 500) has jumped on the trend. Google Books piggybacked on Twitter's theme, creating its own Moby Dick-esque Fail Whale for when the service "is having trouble finding that page."

Music-streaming service Pandora lacks a cuddly mascot, but it keeps things light when there's a site problem, telling visitors: "Oh, man. Our servers must be down or something." The message also includes links to "other things to explore," including Twitter and SonicLiving.

Gaiss warns that an amusing error message can carry a company only so far. Eventually, the website is going to have to work consistently.

Inman can't wait to see his Tumbeasts in action -- but even he doesn't want to see too much of them.

"I remember for about a week I liked the Fail Whale, but after that I hated it so much," he says. "That hatred can poison any happy little animal."  To top of page

Frontline troops push for solar energy
The U.S. Marines are testing renewable energy technologies like solar to reduce costs and casualties associated with fossil fuels. Play
25 Best Places to find rich singles
Looking for Mr. or Ms. Moneybags? Hunt down the perfect mate in these wealthy cities, which are brimming with unattached professionals. More
Fun festivals: Twins to mustard to pirates!
You'll see double in Twinsburg, Ohio, and Ketchup lovers should beware in Middleton, WI. Here's some of the best and strangest town festivals. Play
Index Last Change % Change
Dow 17,778.15 421.28 2.43%
Nasdaq 4,748.40 104.09 2.24%
S&P 500 2,061.23 48.34 2.40%
Treasuries 2.20 0.06 2.61%
Data as of 9:32pm ET
Company Price Change % Change
Bank of America Corp... 17.53 0.27 1.56%
Apple Inc 112.65 3.24 2.96%
Oracle Corp 45.35 4.19 10.18%
General Electric Co 25.14 0.71 2.91%
Microsoft Corp 47.52 1.78 3.89%
Data as of 4:03pm ET

Sections

Russia's economic turmoil has already spread to companies in the West and many brands are bracing for a bigger blow to earnings. More

The shale boom has been a blessing to Texas, but tumbling oil prices are casting a shadow over the state. More

Portland's mayor says the city will create new rules, eventually allowing Uber to operate there. More

With two recent IPOs and a digitally-inclined audience of entrepreneurs, non-traditional financing could finally get its big break. More

Payday lenders are spending millions of dollars in Washington in an attempt to get powerful politicians on their side as a government crackdown on the industry heats up. More

Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer.

Morningstar: © 2014 Morningstar, Inc. All Rights Reserved.

Factset: FactSet Research Systems Inc. 2014. All rights reserved.

Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved.

Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor’s Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2014 and/or its affiliates.