Big brands in co-creation drive

NEW YORK: Major advertisers including PepsiCoHewlett Packard,Phillips and Visa are asking consumers to produce user-generated content based around their brands, with the best examples to be judged at the Cannes International Advertising Festival.

Co-creation has been employed by a variety of brands seeking to generate new ideas and increase their level of engagement with consumers, withDoritos, one of the new scheme's participants, having used it for ads run during the Super Bowl.

Other brands taking part in the competition include Frito-LayTelstra and Kodak, and each of the participating organisations will submit two pieces of UGC of their choosing to the judging panel.

While none of the companies have said they will definitely use the resulting content in their marketing campaigns, all are optimistic they will be able to generate a range of new ideas, all at a much lower cost than normal than would normally be the case.

Frito-Lay's evp, marketing, Ann Mukherge, said that "creativity comes in all forms, and we're keeping our mind open to what you could find out there."

Jeffrey Merrihew, ceo of Accenture Marketing Sciences, also argued that the competition was a demonstration that the Cannes festival had "decided to join the conversation even though it could be uncomfortable for agencies."

Data sourced from; additional content by WARC staff, 24 March 2009

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