a case against user-generated ad contests
Last week Ad Age announced that Anheuser-Busch InBev is holding an online contest in China in which consumers can pitch ideas for a Budweiser TV spot which will run during next year’s Chinese New Year. The only brief to the aspiring ad-makers: the commercial must include ants (a recurring theme for the brand’s Chinese New Year ads.) I’m liking this idea as much as I did when these so-called “user-“generated content first emerged as an advertising approach a few years ago – which is to say, not much. (more…)