Church of the Customer Blog
« links for 2007-03-03 | Main | The kids are alright »
March 02, 2007
links for 2007-03-03
-
Another user-generated commercial contest. Not sure why the brand didn't just use YouTube instead of creating their own website with YouTube-like features? Control issues?
Other blogs that reference links for 2007-03-03:
Ikea is doing a contest too on Break-The-Rules-Bedmaking http://www.shycast.com/contest/10/view/ > But hardly anyone is uploading or participating, probabiliy because no one knows that this is going on.... and I wondered too why they did not use YouTube.
It seems to me that they wanted to try user-generated content but did not really dare to get it out.
What good would it do the brand to have the videos on YouTube?
Challis,
These brand should use YouTube because 1) it cuts down the expense on having to build videosharing functionality on one's own website, not a trivial exercise, and 2) go where the audience is, which is already on YouTube. The contest is about participation and YouTubers are already uploading videos, commenting and rating videos. Then you can use the embedding code to display the YouTube videos back on your website.
WHY in the world would P&G want to do something in the absolute chaos that is YouTube?
With this thing...they keep the branding theirs, they are able to bring relevant brand assets (more important for a media company surely) to bear...etc etc.
I don't think this is so much a control measure as it is P&G trying to deliver a better brand experience to their consumer, while adding a thin layer of protection to their new brand launch.
I would argue that "a better brand experience" has everything to do with packaging, purchasing and consumption, not necessarily a contest inviting viewers to write a jingle.
If you want to catch fish, you go where the fish are.
Ben,
I don't think it is as simple as that. YouTube does not offer even close to the kind of controls that a P&G or any other large company would require to make sure that nothing detrimental to their brand gets out on their site.
I also don't agree that a company has to run their video contest from YouTube to capture YouTube users. P&G could always advertise on YouTube and show their video there while driving users to participate in their contest on their own site.
