My first and my second post in this blog were about Dove's Real Beauty campaign which both described two interactive promotional contests that invited consumer generated content. In those I referenced the Doritos Super Bowl Promotion that started us off on this trend earlier this year. Dove quickly followed with a consumer generated ad for their Dove Cream Oil Body Wash which aired during the Oscar's. Since then more and more brands have followed suit and this promotional trend has continued to grow and grow.
I'm not sure if the consumer generated content promotional trend has reached its peak or not, but it may be close. I've been reading one new announcement after another regarding a new promotional online contest that involves having the consumer create and submit something that ties back into that particular brand. These contests select a winner that must provide a degree of individual skill or uniqueness whether it's writing a song, creating a video, uploading a photograph, composing a themed essay, whipping up a creative, new recipe, or showcasing some degree of talent.
Contests are often used to help reinforce the brand or product/service attributes and their positioning in the marketplace while at the same time engaging the customers. Sometimes they make a great fit, other times they're not quite right. I wrote about a Heniz Ketchup Contest a few weeks ago which poses that very question. Over the past two months I've saved many of the online articles from PROMO Magazine that has been reporting on these new promotional contests as they are announced. So, I thought I'd list the Top 10 Consumer Generated Contests here with a quick summary of each. For a more detailed description of each you can click on the link that will open that article from PROMO's website.
1. Doritos Unlock Xbox Contest - They're at it again, but this time with a partner. Consumers are asked to submit their ideas for a video game featuring Doritos for Xbox Live Arcade. Five finalist will be chosen to work with Xbox game designers to create an online version of their game that consumers will vote for online in November. The actual game will then be released in Summer '08.
2. XM Satellite Radio/Current.TV V-CAM Contest - Viewers of Current.TV can submit a TV spot (V-CAM) showing what turns them on about XM. Current.TV features programming created by and for consumers 18-35 who will then have a chance to vote online for what clips they think should be broadcast. Next XM executives will select up to 4 winners whose spots will run in rotation on Current.TV and will each receive $1,000.
3. Sephora and theBalm Design Contest - Consumers can submit designs to represent theBalm's shadyLady eye shadow product which will be sold in Sephora stores. One winning design will be chosen to inspire the design of the product as well as included on the packaging. Consumers can vote for their favorite online and then automatically be entered into a sweepstakes for a chance to win shadyLady products. (I passed this one on to a few of my packaging design buddies).
4. Applebee's Big Burger Showdown - They've teamed up with The Food Network in search of the best burger recipe to add to Applebee's menu. Chef Tyler Florence from the Food Network along with Applebee representatives will choose 4 regional finalists to compete in October at the Burger Showdown in New York City. The winner will receive $5,000 along with the chance for their recipe to join Applebee's menu.
5. Oreo & Milk Jingle Contest - Consumers can submit a video of their group (2-15 people) singing the O-R-E-O jingle or be videotaped singing the jingle at a participating Major League Baseball event. 10 finalists will be posted online where consumers can vote for their favorite. The top 5 will then compete in a live competition in Times Square hosted by Carlson Daly. The final winning group gets $10,000 and their video broadcast on a Times Square super sign.
6. Oscar Myer's Sing the Jingle, Be a Star Contest - While on the subject of jingles, Oscar Myer has been running this contest for several years, so they've been way ahead of the trend. But this year they have tied-in in with American Idol and are offering the 3 grand prize winners not only the chance to appear in a national TV spot for Oscar Myer next year, but also a trip to the Season 7 finale of American Idol in Los Angeles. Consumers can enter either individually, or for the first time, as a group (up to 5) either online, by mail or audition in person at Weinermobile stops. Consumers will then vote online among the 12 finalists selected by the judges. The final 3 winners will include one soloist in English, one in Spanish, and one group (either language).
7. HomeWood Suites by Hilton Simple Moments Contest - Following in the footsteps of Dove's Real Beauty Campaign, Hilton is also looking for real people to feature in their advertising campaigns. Families are invited to upload a photo online of their favorite "Simple Moment" from a vacation along with a brief written description. Three winning photos will be selected by a panel of judges that best ties in with the "Simple Moments" concept. Times Square is again being utilized as the broadcast vehicle where the three winning images will be shown on a billboard during September and the families will get to travel to NYC to view their photos along with some spending money for the trip. Homewood Suites also plans to incorporate the winning images into their advertising.
8. Hyatt Ultimate Adventure Challenge - Hyatt Hotels is also looking for real families. They want to feature them in webisodes they are producing to help promote some of their key resorts. Participants can register online and submit videos that show their passion for adventure and why their family should be selected to compete in a series of competitions taking place at these resorts. The competitions will be filmed and posted online. Twenty families were chosen to attend a casting call that took place on June 16th. The webisodes will begin appearing on Aug. 15th and the winning family will be selected Sept. 28th.
9. California State Fair Be A Star Contest - Even a state fair has gotten on the consumer generated content bandwagon. They've partnered with MySpace and are inviting consumers to upload a video that could become part of a new TV commercial. "Big Fun" is the theme of this year's fair and the video should show family and friends acting playful, silly, or childlike to show that fun never grows old. The winner will also receive $500 and the new campaign will be announced sometime in July. The Fair takes place Aug. 17 - Sept. 3rd this year.
10. Cherrios' Spoonful of Stories Contest - For the aspiring writers in us all General Mills is expanding its Spoonful of Stories promotion to include a contest. The annual promotion, which gives away children's books in boxes of Cherrios, will also award $5,000 to be best unpublished children's story. Unpublished authors can submit their stories online for a panel of judges to review. Three finalist will be chosen who's stories will appear on the promotion's website. The grand prize winner will have their story evaluated by Simon and Schuster which may chose to publish it.
Well, there you have the Top 10 Consumer Generated Content Promotions for May and June which I could have easily expanded to 15. At this rate, maybe I'll have to make this a monthly post. We'll see. If you have any that you're working on or know of, please pass on the information to me in an email and I'll consider it for the next round or possibly it's own post if it warrants it.
Interesting article, good point
ToddDiroberto
http://www.linkedin.com/pub/todd-diroberto/14/8b8/851
Posted by: ToddD | August 10, 2009 at 05:02 PM
Trade shows are a great way to advertise. All you need is an attractive exhibition stand to catch the attention of attendees.
Posted by: Banner Stands | September 29, 2009 at 07:39 PM