User-generated campaigns have been widely used but in Britain, never has a advertising campaign given the audience such a huge incentive. The Doritos 'King of Ads' commercial contest asks consumers to make a 29-second advert for the chip brand, encouraging people to be as creative, left-field or adventurous as they like.
The rewards for the Doritos King of Ads contest are plentiful. Not only does the winning director stand to pocket a cool £200,000, they'll also have their commercial broadcasted on national TV--not bad for your first ad. The incentive also goes beyond the cash prize, since the advertising industry is notoriously difficult to break into.
Key Themes Behind This Trend
- User-generated Advertising
- Opportunity for businesses to engage their audience and generate creative and authentic content.
- Crowdsourced Campaigns
- Opportunity for businesses to tap into the creativity of their customers and create a sense of ownership.
- Incentivized Competitions
- Opportunity for businesses to incentivize consumers to participate and increase brand loyalty.
Where This Applies
- Advertising
- Disruptive innovation opportunity for advertising agencies to embrace user-generated content and leverage it for campaigns.
- Food and Snacks
- Disruptive innovation opportunity for food and snack brands to engage their customers by involving them in the advertising process.
- Media and Broadcasting
- Disruptive innovation opportunity for TV networks and media companies to showcase user-generated content and engage their audience.
