Three User-Generated Campaigns That Got it Right is an article by Carolyn Baumgarten that deals with user-generated content (UGC). According to wikipedia UGC ” covers a range of media content available in a range of modern communications technologies. It entered mainstream usage during 2005, having arisen in web publishing and new media content production circles. Its use for a wide range of applications, including problem processing, news, gossip and research, reflects the expansion of media production through new technologies that are accessible and affordable to the general public.” Companies have been using UGC for targeting potential customers. Carolyn Baumgarten listed three outstanding user-generated campings. First of them being University of Wisconsin-Madison’s #UWRightNow. For the „anniversary“ of 1.4 million hours since founding UW the project that moped 24 hours of university life, started. „This social media project invited members of the UW campus to submit snapshots, tweets, videos, or short posts describing a moment on campus throughout the day. The result is an insightful peek into the lives of hundreds of students, faculty, alumni, and staff as they were on April 18, 2012.“ This definitely is something fresh and interesting that is very likely to catch attention of many. What was the result of the campaign?Among others, 3000 tweets using #UWRightNow hashtag by April 18, 8 pm. Second campaign Baumgarten mentions in her article is Doritos Crash the Superbowl. What the creators of this campaign were aiming for was „breaking the rules.“ And it definitely paid of. The campaign consisted of commercial and web, point of the campaign was to invate Doritos fan to create a commercial for them that would air during Superbowl. The prize was $1 million. And the ressult? Over 2 millions video submissions and two million voters . Engaging fans was „simple“ but very effective idea to promote the brand.
Last but not least, Tourism Queensland’s Best Job in the World campaign. What is the best job in the world according to Tourism Queenland? Island caretaker! What does this position entail? Snorkeling, feeding fish, and blogging. Sounds amazing, right? Well, 35 000 applicants for the job thought so. This huge number eventually narrowed to 16, from which came one lucky future island caretaker. Not surprisingly, campaign got a lot of media attention. Baumgarten states that the campaign got an estimated $368 million in media coverage and reaching a global audience of three billion. Pretty impressive for small budget campaign!
Photo source: http://uwrightnow.wisc.edu/wp-content/uploads/2012/04/uwrightnow1-1024×682.jpg