13 July 2006

Consumer generated campaigns

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Kodak - create your own commercial
TrendBlog reports on how marketers are engaging consumers to do the marketing for them, by sharing self-made content and creating their own commercials, mostly for fame, sometimes for money. The article contains some short case studies from American Express, Current TV, Kodak and Revver.

“As technology enables consumers to carry out their creativity and produce actual content without any outside help, marketers can actually start to harness the creativity of their own target group. Given their freedom, creative consumers might show real talent. Some of them probably won’t even describe themselves as consumers but as aspiring filmmakers, creatives, art directors, producers. Consumers actually become one with the brand.”

“Consumer Generated Campaigns offer a new, strategic way to make it beyond the screen into the actual life of the consumer, by simply sharing their personal material. Since people are increasingly eager to share their life, pictures and videos, this concept is bound to be successful.”

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