How do you create TV ads targeted to cynical 18- to 34-year-olds who have tuned out normal commercials? Easy, you ask them to create the videos for you. Not only do you get content that is exactly in tune with their generation, but, buying making it a contest, you can save yourself thousands in production costs.
CNET looks at a growing number of companies that are embracing viral videos and asking consumers to create the ads.
In the Current TV V-Cam campaign, viewers can enter video for any of seven campaigns and get paid $1,000 if their spot is chosen to run on the network. Toyota wants ads for its new Yaris car, L’Oreal Paris is marketing its High-Intensity-Pigments line of cosmetics and seeking a video testimonial to celebrate “Women of Worth.” Sony is marketing its Handycam and Walkman, as well as looking for general ads that represent its style.
It’s a great idea, not only are you getting great TV ads for the cost of a $1,000 prize, but you’re also likely building an online group of supporters – even those who don’t win are more likely to hold the brand in a positive light because of the contest.