If more proof was needed that advertisers, even major ones, just don’t get this web thing, I give you yet another YouTube contest that I stumbled upon this afternoon from P&G, one of the most respected and innovative marketers around comes this gem.
Novelty was the key driver behind UGC success and contests are an ideal tactic in which marketers can dabble in this arena. As I have spoken about several times before, a few user-generated marketing elements are really, really good. But most aren’t. Most consumer-generated creative lacks talented people, money, facilities to produce a worthwhile piece of work that anyone is going to pay attention to. And to top it off marketers still have to have broad-reaching awareness tactics (like TV) communicating the opportunity if you’re going to get anyone to participate.
At best, some of the user generated creative is marginally amusing if it’s a slow day. Try something new. Give them the tools, let them play, and share it with their friends.
