Consumers Marketing to Themselves
By Bernice Hurst, Managing Director, Fine Food Network
Where America leads, the world sometimes follows. Certainly in terms of consumption and finding ways to increase it, this is true. Countless surveys can be cited to emphasize that people (read consumers) are happy to be targeted if they feel involved and engaged.
Announce opportunities for user-generated content for advertising messages. Throw the audience a bone - the chance to win fame, semi-glamorous prizes or mini-fortunes and they rush to their computers. Sure, there are loads of lame submissions, but in each others' eyes (cases where viewers' votes count) there are enough gold nuggets to justify the exercise. Agencies save money on their own creative teams and clients make money on both short-term sales and longer-term loyalty. Participants feel important and valued. As the media world turns in time, space and cyberspace, so the 21st century economy ebbs (OK, there are a few bad ads) and flows. Surely, this is democracy in action.
Al Gore's latest project, Current TV, showing in the US for the past 18 months, launched in the UK in March and is targeting 18-34 year olds. Referring to both content and advertising, Mr. Gore says viewer-created content is compelling, entertaining and relevant.
The British Department of Transport along with agency Leo Burnett and MTV recently invited 12-16 years old to come up with commercials about road safety. Cadbury's Crème Eggs are working with YouTube, half of whose audience is under 35. Current TV aims at 18-34 year olds.
Discussion questions: Is using consumers to write copy for ads in exchange for fame, prizes and/or cash a way of encouraging participation and ownership or just the lazy account exec's way out? Does it stimulate sales, stimulating interest among younger people while making manufacturers/retailers happy or are they just taking advantage of people in an effort to save money and reduce the cost of marketing?