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December 17, 2004
Converse asks customers to create ads
Who needs ad agencies? Companies are asking their customer evangelists to create ads for them. (Some customers are doing it without being asked.)
Converse, the sneaker company that is owned by Nike, is asking fans to create short films inspired by their shoes. Some of the films will air as 30-second TV spots on MTV and other cable networks. The lucky film makers will each receive $10,000. See a gallery of the films here.
David Maddocks, Converse's vice president of global marketing, said the idea of letting the customer create the ads is groundbreaking. ``We actually view our entire campaign as facilitating a conversation among those in our community,'' he said.
Having customers create your ads is a terrific idea, but it is not exactly groundbreaking. Here's a quick list of companies and organizations who have already done this:
I'm glad to see Converse's marketing VP see this effort as a "conversation" with their customer community. However, they could improve the conversationalness (is that a word?) by blogging the process and allowing people to comment and rate the films.
[Thanks to Adrant for the heads-up.}
Other blogs that reference Converse asks customers to create ads:
hasn't starbucks also got on the mini-movie bandwagon?
Yeah ... but the SBUX online video was created by a Seattle ad agency, Creature, and not by a customer.
Not to mention the spot had very high production values -- it was shot on 35mm film.
To accept and embrace homemade advertising -- rather than sue its creators for trademark infringement -- would indicate a healthy, egoless company. (And a company that knows how to keep its ad agency in check.)
