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Geico & KFC Embrace Consumer Generated Content

posted on May 22, 2007
I love reading posts about companies experimenting in this space. Proves that you don’t have to spend a ton of money to do something effective. But, does it further prove that the 30 second spot is deader then ever? I don’t know.
clipped from www.marketingvox.com
Geico Just Saved 75% on Its Production with User Videos
recent slew TV ad campaigns, both Geico and KFC drew from user-generated video sites
Using that content in 15-second ads shaved off 75 percent of the average $200,000 cost for ads with professional videos

Concerned that actors are losing work, the Screen Actors Guild is funding a study looking into the impact of new media on advertising production.

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Categories: Rambles
  • http://www.beachawlks.tv rox

    Any of the UGC bodies feeling the squeeze?

    Justin at Something To Be Desired has been approached by the long arm of the actors’ guild community wanting a piece of the action. FWIW, no one’s really getting paid on that show, so I guess they can share in the void??

    I am so fascinated by this rapid democratization process, and how it’s liberating and frightening at the same time, depending on what role you’re in at the moment. But then again, I like roller coasters too.

  • http://abiteofsanity.com Bryce Moore

    The article indicates they “received permission” to use the videos. I’m all for “fan-generated advertising”, but using it strictly to cut your advertising budget is setting a dangerous precedent, don’t you think? I just don’t understand what the creators of this content are getting other than their 15-seconds of fame?

  • http://www.cc-chapman.com C.C.

    I feel that it is up to the content creator to be sure they are getting what they want out of it. If all they want is exposure then that is cool. If they want money, then ask for it.

    It is an interesting time and everyone is figuring things out.

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