Als wäre es wieder 2008. Oder 2012. Eine Marke ruft ihre Fans dazu auf, werbliche Clips zu gestalten, bzw. einen Kurzfilm mitzukreieren.
Dieses Mal dreht es sich um eine Privatdetektiv-Geschichte: der FryFlix „Loaded Fries“. Ein Pommes ermittelt. Klingt nach einer spannenden Geschichte, die vermutlich fast so sehnsüchtig erwartet wird, wie der neue Star Wars Film…
Fans können auf der australischen Facebookseite ihren Senf dazu geben und bestimmen, wie der Film weitergehen soll. Leider ist das eine sogenannte „Globalpage„, woraufhin nur australische Facebooknutzer diese Seite zu sehen bekommen. Schade, denn ich hätte gerne gesehen, mit was für Vorschlägen die Fans um die Ecke kommen und wie die Marke auf die abstrusen oder sogar schlichtweg unsinnigen Vorschläge reagiert.
Levi’s geht einen neuen Weg bei einem typischen Crowdsourcing Projekt: Jeder kann bei Instagram ein Photo hochladen, mit dem #-Tag #iamlevis versehen und dadurch das neue Werbegesicht werden:
Fashion brand Levi Strauss has launched a global casting effort for their upcoming print and broadcast production for the 2012 Brand Campaign and they are opening up the casting to everyone around the world via Instagram. They are asking people to upload their images on the photo sharing service with a special tag #iamlevis with the hope that they’ll be able to crowdsource the next talent to appear in their advertising. (Quelle)
Ein weiteres Crowdsourcing Projekt hat Heineken Österreich angest0ßen. User aus Österreich können in einer Facebook-App ein Foto von sich hochladen und damit eventuell auf einer limitierten Fan-Edition erscheinen. Anscheinend wird es 580 Fanfotos auf der Flasche geben. Bis jetzt gibt es noch 560 freie Plätze.
Man sollte meinen, die User werden es irgendwann satt haben, ständig Markenprodukte und/oder Kampagnen zu gestalten. Gleichzeitig geht eine der größten Advertising Crowdsourcing Aktionen in die nächste Runde: Doritos bittet mal wieder darum, dass User den TV Spot für die nächste Superbowl für sie kreieren.
The Superbowl has yet again been a large show off for TV ads. Even though some argue that the quality of ads has been lower than the previous years, one thing stuck out again: the spots not produced by a typical „Madison Avenue Agency“. Two Doritos spots, allegedly created by consumers, a Google ad produced internally,
NY Times hence wrote an article with the catchy title „Do-it-yourself super ads„, subtitle: „be afraid, Madison Avenue. Very afraid“. The article mentions the user generated spots and their „ranking“ on hulu.com and twitter, deducting that consumer know best what consumers want to see.
Well, that’s only one part of the story. And shall we say: the badly researched part of the story.
The first Doritos spot „Underdog“ was created by Joshua Svoboda a 24 year old, who works as a creative director. The second spot „House Rules“ was created by a writer/director from Hollywood.
Even the other Doritos commercials from the previous years plus other „UGC“ clips were apparently created by people already working in film related businesses, states the above mentioned article.
So it wasn’t brand fans or advocates who put in their efforts to create a brand message for the brand they like. It was creative people, producers, writers, who were probably more interested in promoting their own „brand“ through the PR associated with the clip.
It’s not really that surprising. However, the fact that this has not been picked up by the media correctly is suprising. In a way, I also fell for what might be the reason for the whole ignorance: the story of consumers creating ads with only a few hundred Dollars production costs, that are shown during the Superbowl with a mediabudget of more than $2.5 million, reaching more than 100 million viewers – it’s too good.
I work in an ad agency, so I shouldn’t like the idea of consumer generated ads. Yet due to my interest in social media marketing I did in fact like the idea. (And with everything connected to the setup of the contest, there would still be enough scope for agency work…) So it is rather disappointing to find out about the truth behind these famous examples.
Not sure, how new this site is, but poptent.net looks rather interesting. It’s a site for connecting brands with freelance videographers:
Poptent is the best place for independent and freelance videographers to build their portfolios, connect with companies and brands for commercial work. Here you will find the best and brightest up and coming creative minds in the business. Hire them. Collaborate with them. Join them. We’re building a crowdsourcing revolution and we want you to be a part of it. Become part of our community by clicking the JOIN NOW button.
It looks like some form of agency 2.0, and at the same time it raises the same debate that comes up when brands ask for creative submissions without guaranteeing a reward for every submission. Videocreators get the chance of having their video selected by a well known brand, yet they risk loosing their initial investment (time&money) if their video isn’t selected. And the brand gets a range of creations to choose from without having to pay for every single one.
Here is an example of a current project, asking for video content for snickers:
You know Snickers®, that unique, delicious, and substantial combination of peanuts, chocolate, caramel and nougat.
This assignment is to develop video content starring Snickers®. They are looking for either traditional ‘commercials’ or pass-along (viral) videos — original, authentic and entertaining Snickers® content which consumers will pass along, and use as inspiration for their own content creation.
Your challenge is to be creative, so don’t just follow the approach of previous Snickers® campaigns. You can either:
• Produce a fun, engaging traditional :30 second commercial
• Or produce a pass-along (viral) video of about :30 seconds in length …you choose
Your creative ‘bulls eye’ is males age 18-34. Snickers® has played a memorable role in ‘guy culture,’ with a long and celebrated history as the ‘go-to-bar’ for satisfying hunger.
You could earn $5,000 for each video they purchase or one of the $2000in guaranteed awards. Register below and read the Creative Brief for all the details and some more delicious inspiration.
$5.000 doesn’t sound like much to me, but I guess it depends on what they want to do with it.