Another story detailing the potential demise of the ad agency as we know it from the New York Times:Marketers have been relying on consumers for ad ideas for decades, but only recently have users been asked to submit full-blown commercials.
The explosion of Web video and free hosting sites have made it possible for marketers like Chipotle, Converse, Frito-Lay, General Motors and MasterCard to hold user-generated advertising contests.
For instance, more than 1,000 entries have been submitted to the Frito-Lay division of PepsiCo in a “Crash the Super Bowl” contest to create a commercial for Doritos snack chips. The winning spot is scheduled to appear during Super Bowl XLI on Feb. 4.
Not only are advertisers wooing consumers into creating commercials, so too are the television networks that run them. The CW network is teaming with one advertiser, the Sunkist line of sodas sold by Cadbury Schweppes, to ask viewers of the series “One Tree Hill” to create video entries in a contest with an unusual grand prize: a role in an episode for the creator of the winning spot, filmed on location in the winner’s hometown.
The entrants are being asked to upload their video clips to a special Web site cwtv.com/sunkist. Consumers will be able to vote online for their favorite submissions.
More on New York Times (registration required)
Tags: con-gen, advertising, agencies,
1 comment:
Hello, I was part of the team that created DUCT TAPE, a current top five finalist in the Doritos Super Bowl Commercial contest. We're honored to be in this position, as first time TV commercial makers we're up against some pros... and we're asking people to please support us by casting their vote for DUCT TAPE at http://www.crashthesuperbowl.com -- thank you for blogging, I enjoyed your post about the contest and user created ads in general. Joe Herbert.
http://www.jumpcut.com/view?id=79EA4040802C11DB8702266C9A2E700D
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