Presenting the latest twist in the still emerging trend of consumer-generated advertising. This one has a little more cache than when the trend started a few years ago with Converse’s gallery or when Current TV and partner Sony helped unveiled a new Playstation spot from the unknown 18-year old Tyson Ibele.
By comparison, Mofilm’s You to the Power of 12, a competition at this year’s Cannes Lions Advertising Festival next month in the South of France, promises to be bigger. Twelve of the world’s top brands – including Best Buy, Doritos (which had success with consumer generated spots in last year’s Superbowl) Hewlett Packard, Kodak, Nokia, Philips, Telstra Australia, Unilever, and Visa to name a few—have signed up. They’ve posted briefs, provide background and guidelines, and have offered $120,000 in prize money.
According to Ann Mukherjee group vice president, marketing, Frito-Lay North America (Doritos), “This is the first time a group of brands this strong have come together with such an exciting opportunity to assist in empowering the consumer.” That’s an interesting way to look at soliciting ideas for next to nothing, but no doubt consumers want a voice in their brands and a chance to “become famous,” as Mofilm promises.
None other than Spike Lee has signed on to host the contest, so given the venue (Cannes), the prize money and a big name filmmaker, the contest is bound to generate significant participation and perhaps once again raise marketer’s hopes for brand building ideas that come cheap.
Prediction: Within the next couple of years every major advertising award show will have a consumer generated content category. More and more consumers, from talented animators like Tyson Ibele, to fearless college students with Flipcams will create truly worthwhile content, and the rules and landscape of marketing and advertising will change even more.
Does this make you worried? Or excited? Share your thoughts.
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