I recently did a search on YouTube for the word “Contest” and came up with over 1,500 results. Take a look at many of the contests on YouTube and you may be overwhelmed by the music and graphics of some of these sites. Clearly, music and entertainment companies have been quick to embrace this marketing tool and spend ad money on YouTube to drive consumer involvement. As I’ve been reporting more and more Brands are now building a YouTube component to their user generated content contests.
In reviewing some of the contests on MySpace here’s few observations.
- People love contests. They like to witness contests which helps explain the success of the Idol shows, Survivor shows etc. and they like to participate in contests. We all like to feel like winners or have the chance to win.
- Contests were some of the earliest forms of user generated content used by Advertisers that goes back for decades.
- Selection of user generated contest themes is crucial. If not selected and enforced properly participation may not meet expectations or have a negative affect for the sponsor.
- Make it easy for consumers to get involved. Avoid log ins to view videos or navigate the site.
- Give them the tools to work with to create their submission i.e. clips that can be edited, mixer board for sound clips, toll free numbers for audio response and multiple categories for video submissions along with clearly defined rules and content guidelines.
- Provide an incentive that’s relevant and aspirational.
- Here’s a twist. Rather than build a straight forward submission and vote contest, why not build a “survivor” structure where the those with fewer votes are knocked off and the survivors continue each week until an ultimate winner is selected. This maximizes the users sense of involvement and builds that all important online buzz.
Next week, benefits of user generated content contests for sponsors.
