Two articles today on Adage about UGC.
NFL is asking his fans to send them their concept for the perfect, the greatest, super bowl ad. The site is quite poor, nothing special, but the embracing of consumer generated content is an interesting turn for the NFL.
see the site
They give their fans the possibility to express what’s the super bowl for them. This might not be appealing for us, little Europeans, fans of football (the other one) or rugby, but, in the US, the superbowl is closer to thanksgiving than to any sports event, and almost everybody have something to say about it.
On the other hand, David Jones tells us to take back creativity from users, using the term ‘crap’ (shocking?) for most of the content on youtube or heavy! I like this bit:
"We've got to stop thinking that consumer-generated content is an idea," he said. "It isn't. It is a phenomenon." Regular users "rarely create content with your brand strategy in their pocket."
Personally, I think he has a point. UCG is "crap". But they are many levels, colours and intensity in "crap". It might smell most of the time, but sometimes, one little gem can be hidden in this ocean of shit. And it can gain huge exposition. And it deserves it.
But it’s clear, the same applies to advertising, which produces a huge majority of "crap" by the agencies/brands. The only difference is that ALL ads, good or not, generally have a good/great/huge exposition. Which, i know we will agree on this, is not always deserved.
That's how the business goes.
Read the article here
Labels: Digital
