Lots of buzz in the marketing world these days regarding consumer-generated content. The theory is something like open-source in the computer world: the more people you let in on the creative process, the more likely you are to get new ideas and great advertising.
The problem is that you also get lots of dreck. Katy and the Culver kids tried creating an ad for Dove and while my 4-year-old looks darned cute, it isn't exactly something that would move a lot of soap.
So this week, Apple went live with a revamped version of an idea generated by an English student. I'm a fan. What about you? Think this is the future of advertising, consumers creating messages?
Note that this is also an "old media" story. The kid stuck his original on YouTube in mid-September and by mid-October, he had 2,000 hits. The New York Times put it in Stuart Elliott's column (on an inside page, mind you) and in less than 12 hours, the spot went to 20,000 hits. It's now at about 340,000.
Pieces like this often need the support of the (gasp) the "mainstream media." Now, if entities like the NYT can just figure out a way to make money off that hit-generating...
Monday, October 29, 2007
Kid Creates Apple Ad
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When I first read this on nytimes.com my reaction was simply wishing I was that kid. What better way to show your Apple pride than by creating a great commercial. And I'm guessing he's received plenty of Apple gear.
More seriously though, consumer-generated content certainly assists the ad agency in assessing consumer insights, because the consumers themselves are handing over what they want to see in advertising. Even better if the idea is actually a "good one." Granted, there are a lot of ideas to sift through, it seems to be paying off for companies.
In regards to the Dove commercial, it's cute, but I was surprised that you/ Katy posted it on AOL. Are they running a contest?
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