Update: Consumer Generated Campaigns

Marketers use content, ideas and input of consumers for their newest campaigns.

Trend Description:
CScout has previously reported on the trend of consumer generated content and consumer generated campaigns in particular (See Trend: Consumer Generated Campaigns) referring to Websites which allow individuals to share self-made content and of marketers which enable and reward them to create campaigns.

Update:

Revver:Revver’s idea is to share their ad revenue with the people who actually produce the content of the website (50/50 between the video’s author and the website). This is what makes this video-sharing site different from other VC2 services like Current TV http://www.current.tv/ or YouTube http://www.youtube.com/. Of course, the hosting of the video is also for free. A short, so called revverized ad is embedded in each video. Every time somebody clicks on the ad, the creator of the video gets paid. It does not matter if the video is E-mailed to friends, burned to CD, uploaded to another blog or website, or shared via P2P or IM. Revver users can even choose the kind of commmercials they want to be associated with their video.

American Express: 15 second clip competition
Continuing the concept of their „My life My card“ campaign, American Express announced the 15-Second Clips Competition in collaboration with the Tribeca Film Fest. The competitors had to answer 1 of 13 questions from the Amex campaign with a video clip. In the end the panel of judges led by Martin Scorcese and M. Night Shymalan scored the entries down to 100 finalists. The happy winners could take home prizes like $15,000, a video iPod, and a trip to the Closing Ceremony of the Tribeca Film Festival.

Kodak: Create your own commercial
With a smart little Website, Kodak enables its customers to create their own commercial, well almost…. The commercial itself is set to make it as easy as 1, 2, 3, for the participants. They just have to upload their favorite pictures and enter their name. The amateur pictures are shown next to some world class photographs, starring in a little film about some children at a museum. Their teacher makes them listen to the pictures, makes them understand the story a single image can tell. Of course, participants can easily share their commercial online.

Trend Impact:
As we predicted already, the marketing side of consumer generated content is becoming more and more important. Due to TiVo and other DVRs, Consumers are already used to watching what they want when they want – mostly without commercials. Consumer Generated Campaigns offer a new, strategic way to make it beyond the screen into the actual life of the consumer, by simply sharing their personal material. And because people are more than willing to share their life, pictures and videos, this concept is bound to be successful.

Revver

American Express: „My life My card“ campaign

Kodak: Create your own

Rate this post:

No rating yet