Download - UGC is soo 2007
UGC is so 2007SM Studentencongres 5/11/2007
an overview of UGC in 2007
the good
doritos super bowl adhttp://www.youtube.com/watch?v=3YJbbA_4TfQ
the bad
heinz - the kissable ketchuphttp://www.youtube.com/watch?v=GocSVh58TEE
the ugly
chevy tahoe adbustshttp://www.youtube.com/watch?v=foR3sfWu5IQ
traditional UGC
• focus on the 30” commercial-format
• brand remains untouchable
• only involves “creative” consumers
http://www.plasticbag.org/archives/2007/08/this_is_not_a_brothel/
TRUTH
the best content is created when the hand isn’t forced
most branded content is made
without (the help of) brands
People talk back tobrands
People criticisebrands
People organise around brands
People organise around brands
People get creative with
brands
People get creative with
brands
cillit bang techno mixhttp://www.youtube.com/watch?v=WGooQ8yYC0c
TRUTH
without asking for it, brands already are conversation topics
among people
today’s web amplifies
conversations about brands
reason #1 :the ubiquity of reporting tools
reason #2 :the pervasiveness
of the web
reason #3 :the knowledge of networked
people
reason #3 :the knowledge of networked
people
reason #4 :the mobilising
force of networked
people
WC eend slogan elected as best dutch ad-slogan everhttp://www.youtube.com/watch?v=dVy3veVVjMc
reason #5 :conversations
become tangible
TRUTH
“people” have become a medium for brands
smart ways to leverage people as a
medium
brand focus
consumer focus
fewmany
skip the commercial break
brand focus
consumer focus
fewmany
Dell Idea
Storm
Haägen Dazs
Flavor Seach
brand focus
consumer focus
fewmany
the brand as a conversation starter
Stormhoek
Dove
dove evolutionhttp://www.youtube.com/watch?v=iYhCn0jf46U
success by numbers
success by engagement
parody : slob evolutionhttp://www.youtube.com/watch?v=I0u0wWOMIsE
brand your consumers’ content
brand focus
consumer focus
fewmany
MOOmoo.com
HPhypegallery.com
Person of the year
mix offline context with online content
brand focus
consumer focus
fewmany
Bemin je SysAdmin
yellow arrow
Text
www.yellowarrow.org
Nike+
nike+ demohttp://www.youtube.com/watch?v=qOr5_GaGnPc
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