Hi, here's an old post about Superbowl User-Generated-Ads that I found archived from January. Oops. Want to read it?
Dove was one of the first to catch on. Some Hollywood movie stars think it's OK to have curves again. Dove cream oil's partnership with AOL Uncut video allows contestants to showcase their work while AOL's traffic drives the Dove brand to the top of the search engines. Only problem: I don't like the name of the product. I still might enter the contest though. I give this initiative an A.
NFL. They promoted their campaign with TV ads, contestants pitched at three different stadiums across the country. The winner? A salesperson from an agency in Maine. Their agency has splashed winning pictures all over their website. It's nice to see a smaller agency win for once -- although you'd like for them to get paid. Given who won, I don't really see this as being as much of a grass-roots initiative as it looks from the outside. You'd think if the NFL really meant it, they would have limited entries to "real" individuals who don't work in the industry.
Taking the pitch offline gives opportunity to people who aren't computer savvy, but limits the contest to those who can get to one of the 3 stadiums. Industry people have an unfair advantage. This doesn't seem too far from business as usual to me. I'm torn between congratulating them for being innovative while still maintaining the control they needed to feel comfortable, and castigating them for not taking a little more risk. I know reaching out to guys is a challenge, but was this the best they could do? My grade: B-.
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