Wednesday, January 31, 2007

Interactive Advertising - Putting the Fans in the Super Bowl

The idea of user-generated advertising during the Super Bowl fascinates me. That companies would be willing to allow Joe or Jane Public to control the content of the most expensive time on television is intriguing. Not that the advertisers are totally hands-off, as Chevy learned the hard way what happens when the public gets their turn at the advertising wheel. Doritos, bless its cheesy little heart, is going it alone – sort of. They’ve created a contest for fans to vote on their favorite commercial among five finalists. The winner will be announced this Sunday at the Super Bowl in Miami and broadcast on TV during the game.

I love user-generated content because it allows consumers to connect with brands in so many different ways. It cuts through the clutter and gets right to its target audience. It also builds a sense of community among a group of people with shared interests.

Here are a couple of links to articles: one about user-generated advertising and another about how it relates to the Super Bowl.

Instead of being passive spectators, the trend of consumers actively engaging with brands is one that is sure to grow. Any smart marketer should know better than to put a stop to consumers who can act as an evangelist and spread good cheer through whatever channel possible. And if the cheer isn’t so good? Consider it an opportunity to improve, I say. Shouldn’t marketing be a two-way street?


Unknown said...

Another interesting aspect about user generated content with these ads is that Anheuser-Busch held a contest for twenty or so of their ad agency's summer interns to come up with a Super Bowl ad. It's not as widespread as what you're talking about. But the contest is a great way to get viral marketing going about the company and the product among that tough-to-reach twentysomething guy market. And it's a great way to make that demographic feel like they're connecting/contributing to the brand.

Here's an article about the contest in the WSJ (subscription only)

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