In a risky experiment, Chevrolet asked Web users to make their own video spots for the Tahoe. A case study in customer generated advertising.
This a very interesting and dangerous use of Internet for advertising. Chevrolet got some pats on the back but others used this as opportunity to criticize the product and the company.
I find it really interesting as your asking people to participate. This brings forward ideas no advertising company can. It is like the Open Source movement, only that it being used by a company for self promotion. Also, it is a talking point specially if you are one of the first companies of use this medium. If I am making an ad, I’ll tell my pals who go to the site and take a look. Of course, while they are looking for my movie they take a peek at a few others. Genius!
Of course, this doesn’t work for everybody. Specially, if there are people or/and organizations who oppose your product. Real bad idea for cigarette, alcohol & oil companies.
One thing that I find amazing is that someone like Apple has not used this. It should work for them as the users of their products are usually tech savvy and have a quite a following.
Interesting strategy to watch out for!
Filed under: bakkar
