more fucking UGC
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- elpaso
whats the boner with User Generated Content and Ad agencies??
has there ever even been a campaign that worked where people created the content for it?
bleh
- auejim0
no
- nilsnihil0
TARP
- Fariska0
no x2
- JSK0
Depends on how you deem success. One that comes to mind is when Method did the campaign about washing away your sin / regrets which people have submitted. That was about 4-5 years ago? maybe 3?
- paraselene0
i thought the brylcreem thing was okay.
http://www.brylcreem.com/effortl…
clients have just latched onto the phrase and are now demanding it left and right because they think it'll solve their problems.
- Jaline0
It works for the adult industry...
- *snicker...harlequino
- As you said below, when it's done right, it works quite well for the brand.Jaline
- harlequino0
Yeah, depends. We've done several sites involving UGC, got the tracking back, and it created enough brand recognition to justify the cost of creating it.
It's starting to trun its course though.
What's your beef? Doesn't appeal to you aesthetically, or from a marketing standpoint. Cuz from a marketing standpoint, people eat that shit when done right.
- brandelec0
this came to mind
http://grouphug.us/
- elpaso0
i dont know..
i just see so many campaigns trying to create a brand based video channel.. when youtube already exists.
or a brand based social network. or call to action for videos where the incentive is far lesser than the effort required.
it seems like people just think "lets tell internet people to do something and it will populate our site and bob's your uncle"
i was just wondering if there actually was one that worked?
or are people constantly trailing a red herring
- I agree on the channel and social network thing. Budweiser's attempt failed pretty badly.harlequino
- elpaso0
saying that i think there was a Doritos super bowl thing..
but the incentive was huge.
- joeth0
It's more miss than hit, but there are some that work well.
It doesn't necessarily have to have great content to be a success. It's the time users spend interacting with the brand that's important. They're not all going to take off like elfyourself.com ... but like harlequino said, it's still worth doing if it's good enough. That's our job, to come up with something that hopefully doesn't suck.
- harlequino0
^Exactly. In many respects, remember it's like any other form of marketing. Everyone jumps on it, thinking it's the next big thing, and it gets played out in one way or another. Some turns out real well, but lots of losers. Same thing with viral. Very few people can define what viral marketing really is and why it works, but everyone like to throw it around and demands a big campaign.
Just like elpaso pointed out, there was a huge incentive on the Doritos thing. Same thing with Dove, and a few others. I was actually tracking those, and the response was really big.
Soon enough that kind of agency/client hardon will shift its pointed one eye over to something else. My vote for what's up next is alternate reality gaming or something similar.
- were you tracking these?
have you got any examples of ones that workd?elpaso - Not tracking in a dedicated way for a job, but following out of interest to prove a point to co-workers and clients.harlequino
- So no hard data, but the participation was enormous, more than I had expected.harlequino
- were you tracking these?
- elpaso0
reality gaming reminds me of
- johngrif0
yeah doritos did one a few years back that was pretty good. i know that a lot of advertisers will sponsor shows on places like blip.tv so they are using it. not sure how successful it is as converting viewers to customers though
- JSK0
When it becomes an acronym, such as UGC, its time to move on from it.
- ninjasavant0
The new I'm a PC ads are user generated, seems pretty effective.
- hahahahahahahanilsnihil
- actually it is working....
SlashPeckham
- kelpie0
its the social virus thing, its totally valid for marketeers to want to try to engage people instead of shouting at them. Online at least it is utterly and completely the way communication should be going. The problem is that people, as you've said, jump on it without really understanding it as either a medium or a phenomenon. Case in point being the "we want you to build a NEW video platform" or trying to build a new social network and plonk it down on the outskirts of Internetville and hope thousands upon thousands of people decide to dump their current destinations and use theirs instead. That's wallys just not getting it at all.
I like the Zootube thing Poke did, using the Youtube API and applying the brand to it in an intelligent way is much better; using people's current habitual online destinations to help you.
- I could pontificate on this stuff for hours and hours. I might even say something of value half way in ;)kelpie
- elpaso0
well thats my point.
the idea is that you engange the user.
but the way it seems to be going is that the people who used to shout "buy this now!!1" are now shouting "come and make shit!!1"theres no utility behind most UGC campaigns or even entertainment.
as far as creating new social networks. OviShare killed my faith in that strategy ever working (Nokia does Youtube+Flickr = fail)