Everyone seems to be launching "make-your-own-commercial" contests, but the latest edition by Heinz has drawn in the most contestants. Malibu Caribbean Rum only had 270 entries (only 84 hit YouTube) and the Doritos Super Bowl ad contest received about 1,000. Other similar contests were held by Pepsi, Jeep, Dove, Spring and Converse.
Who doesn't like ketchup? Everyone uses the stuff - it would be safe to say that it's a household staple in every country in the western world. Heinz decided to let their huge fan following take the lead in marketing the world's favourite red condiment.
Through the use of YouTube, Heinz asked the general public to submit their own videos of ketchup, and what they like to use it on. About 8,000 entires came in for the innovative campaign, only about half of which were submitted to YouTube. The amateur commercials have received more than 2.3 million views, and over 80,000 hours were spent watching them. A few examples: squelching a toddler's tantrum; inducing states of bliss; uniting an irate couple; and comforting a soldier abroad. Contestants are vying for the chance to win $57,000.
Why was Heinz so successful? "A big idea, a courageous client who was willing to turn their brand over to consumers, a passionate consumer base that truly loves the brand, and best-of-class partners (Google and YouTube) who facilitated consumer awareness and participation," said Michael Bollinger of Smith Brothers Advertising.
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Trend Themes
1. Make-your-own-commercial Contests - Opportunity for brands to engage their passionate consumer base and leverage consumer-generated content for marketing.
2. User-generated Advertising - Brands can tap into the creativity and authenticity of their audience to create compelling advertising campaigns.
3. Collaborative Marketing - Partnerships with platforms like YouTube and Google enable brands to facilitate consumer awareness and participation in marketing efforts.
Industry Implications
1. Food and Beverage - Food and beverage brands can leverage the popularity of make-your-own-commercial contests to engage their consumers and create innovative marketing campaigns.
2. Advertising and Marketing - The advertising and marketing industry can explore the potential of user-generated content and collaborative marketing strategies to drive brand awareness and consumer engagement.
3. Technology - Technological platforms like YouTube and Google provide disruptive innovation opportunities for brands to facilitate consumer participation and awareness in marketing campaigns.