Comments on: a case against user-generated ad contests

By: consumers as creatives | denise lee yohn: brand as business bites™

consumers as creatives | denise lee yohn: brand as business bites™ — Mon, 24 May 2010 18:06:38 +0000

[...] related post: a case against user-generated ad contests [...]

By: Jon Pietz

Jon Pietz — Fri, 11 Sep 2009 15:18:07 +0000

I agree. In may ways a brand is a reflection of a company’s personality. Why would you let someone else convey your personality for you? It’s like saying “You kind of know me. Tell me what I think.”

By: Sean Duffy

Sean Duffy — Fri, 11 Sep 2009 12:35:31 +0000

This campaign gimmick has already past its “use before” date. When UGC was new I think the buzz surrounding these campaigns made up for the short comings you have mentioned. But USG-campaign content is no longer new, so I don’t think it makes the brand look innovative or otherwise contributes much to brand equity. I just think you wind up with a mediocre spot (from a strategic standpoint). I think Bud would be wiser to invest in a campaign concept that is both engaging and innovative.