The first panel of the conference today is about UGC/open source advertising and of course features all the user-created 30 second spot contests that culminated at the Superbowl including the Doritos Commercial and the Dove real women campaign.
The panel includes Jill Howard-Allen who is the Online Marketing Manager of Southwest (DING!), one of my favorite airlines. She's talking about the "wanna get away?!" commercials as well as the Airline TV show they do (who knew it would be so compelling to watch people freak out dealing with travel nightmares--go figure).
She's showing some user-generated Southwest videos as well.
This has gotten me thinking, at some point are companies going to stop producing their own commercials and just go with the consumer ones 100%? The first commercial are two parents on their couch staring at their TV while a cacophony of noise--kids fighting, dogs barking--get louder and louder.
On an unrelated note, the 70's were sexy baby--yeah!!! Check out this Southwest video that came up when I searched YouTube for Southwest.
Sarah Fay of Isobar showed an adidas campaign about the worldcup on MySpace.
Editor's note: I'll keep updating this post as folks say interesting things.
Open Source Advertising, user-created commercials (iMedia Summit Panel)
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Reader Comments
(Page 1 of 1)2. Chevrolet tried that with their Tahoe SUV, remember:
http://tinyurl.com/2uewgz
For the time being, unless your product is quirky or off-beat, corporations will keep the lid on the message being communicated in the more "mass" of mass media channels. No user-created content unless vetted to within an inch of myna-birding the CorpComm line, to a tee.
That Southwest ad, you could not create in today's locked-down DHS/TSA environment; the plane would be CGI against a blue/green screen.
I'm sure that pilot of that Sou'West 737 was happy he achieved rotation speed far enough back on the runway...that model would have been knocked on her butt...or worse.
Posted at 3:07PM on Feb 5th 2007 by Rob in NoVA
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1. I don't think we'll see 100%, but I'm sure at least some companies wouldn't mind displaying user-generated commercials. One good way to do this is to offer a "prize" to the winner of a commercial "contest"...
In fact, you could probably build a website around the entire concept. Companies would be able to create offers, and then users can upload their creations. If the company likes what they see, they can "purchase" the commercial (and the website owner gets a cut).
Posted at 9:45AM on Feb 5th 2007 by Robert Dewey