Innovative uses of Consumer-Generated Media
November 29th, 2006 by Doug ReynoldsThere’s no dearth of innovative ways to use consumer-generated media to engage people with an advertiser’s brand. American Express leveraged consumer-generated video to power its 15 second clips competition to support its “My life. My card.” campaign. Cisco invited people to add their own definition of the “human network” in their Human Network Wikia campaign.
One of the more interesting applications I’ve seen is from an agency, Green Team. After These Messages invites the community to review and give feedback to advertisements in exchange for points. Decidedly focused on the cultural impact of advertising, it’s mostly relevant to B-to-C advertising. It also has a couple dimensions in common with B-to-B marketing. It’s targeted at a small, passionate audience and meant to associate the sponsor more closely with an important topic in the industry.
ATM focuses on more than just creativity, we look at the effect our communications have on society and our culture. As facilitators, not judges, the creators of ATM have provided members with a few fundamental tools (view the video above) to help us do just that. The use of these tools earns users points, which are in turn redeemable for rewards.
Conversation and engagement are the measure of success for these campaigns. It’s hard to know if Green Team considers the campaign successful. From the outside it appears to have an active community and has created some buzz on other ad agency sites.