Consumer-generated ads may have started off as a curiosity, as light-hearted fun. But they have crossed the chasm and user-generated content
(UGC), an umbrella term for all consumer-generated material, including
ads, is serious business at a large number of companies today. Its
not just Frito Lay, and Pepsi; companies like Coke, HP, and Best Buy
have also bought into their uncommon appeal and engagement potential. Across the board this buy-in is being supported by managerial commitment
and dedicated resources; exactly how companies
would support core business practices, like IT and Purchasing.
Two key factors lend credence to this point of view.
Consider first the effort factor. A brief description of the platforms and processes deployed by Doritos and Pepsi Max to create the commercials that were aired during Super Bowl XLV follows:
In short, the two sponsors approached the contest exactly as they would any other formal business process. Small-scale experiments, or novel indulgences, don't get this kind of management attention and/or support.
But, what if a company lacks, or is unwilling to invest in, a formal structure, resources, and/or knowledge to implement programs or contests for developing consumer-created ads? That's where organizations like MOFILM come in; co-creation intermediaries.
MOFILM offers a platform for the co-creation of video content. It helps large brands and social causes recruit the services of creative and passionate people from around the globe to create video and film content for a variety of applications and devices, including mobile devices. The company usually stages its global competitions to coincide with world-renowned international film festivals, like New York, Cannes Lions, and London Film Festival. The company carries the support of several marquee names from the world of cinema; heavyweights like Robert Redford and Spike Lee.
Even a cursory look at their clients - Axe, Lego, Hindustan Times, Persil, OMO, Haagen-Dazs, Nokia, Surf - reinforces the principal thesis of this blog. UGC has crossed the chasm and is not just the preserve of a few companies tinkering at the fringes. Consumer-created ads are core business practice at a large number of companies. And their numbers are growing every day.
Two key factors lend credence to this point of view.
- First, the amount of effort - structure, rigor, and resources - to create, select, and air ads has increased significantly, at some of the more established players like Frito Lay.
- Second, intermediaries like MOFILM have grown in recent years, to enable implementation at companies that would like to leverage the power of consumer-created ads, but without making significant investments of their own.
Consider first the effort factor. A brief description of the platforms and processes deployed by Doritos and Pepsi Max to create the commercials that were aired during Super Bowl XLV follows:
- A dedicated website invited ad submissions from Doritos and Pepsi Max fans in the second half of 2010.
- Details regarding the prize money and the airing of the commercials were explained and presented on the landing page itself. Both Frito Lay and Pepsi recognized the power of prize money, and correctly so. The 2011 edition promised $25,000 to the five finalists for each brand, and airing of the commercial for the top 3 for each brand (a total of six).
- In addition, they also promised monetary incentives for winning the USA Today Ad Meter contest; $1 million to the winner, $600,000 for second place, $400,000 for third place, and an additional $1million to all three winners if the two sponsors swept the top 3 spots.
- All contest rules were clearly explained, including the format of the submissions, the number of submissions per person, and the submission deadline.
- Finally, judging criteria, selection of finalists, and voting procedures to determine which ads get aired were also painstakingly explained.
In short, the two sponsors approached the contest exactly as they would any other formal business process. Small-scale experiments, or novel indulgences, don't get this kind of management attention and/or support.
But, what if a company lacks, or is unwilling to invest in, a formal structure, resources, and/or knowledge to implement programs or contests for developing consumer-created ads? That's where organizations like MOFILM come in; co-creation intermediaries.
MOFILM offers a platform for the co-creation of video content. It helps large brands and social causes recruit the services of creative and passionate people from around the globe to create video and film content for a variety of applications and devices, including mobile devices. The company usually stages its global competitions to coincide with world-renowned international film festivals, like New York, Cannes Lions, and London Film Festival. The company carries the support of several marquee names from the world of cinema; heavyweights like Robert Redford and Spike Lee.
Even a cursory look at their clients - Axe, Lego, Hindustan Times, Persil, OMO, Haagen-Dazs, Nokia, Surf - reinforces the principal thesis of this blog. UGC has crossed the chasm and is not just the preserve of a few companies tinkering at the fringes. Consumer-created ads are core business practice at a large number of companies. And their numbers are growing every day.
Excellent read. The bullet points (on prize money, description of rules, etc) are the pre-requsites for a successful co-creation. It is wonderful connecting with your thoughts.