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The slick video, called "Sony Transformation," features a stereo system that shape-shifts its way into different electronics devices courtesy of mind-bending "Matrix"-like special effects.
The spot was created in November by then-18-year-old, self-taught animator Tyson Ibele as a demo at
"I brought (the spot) into Sony and said, 'Come on! You guys did this,'" recounts Colin Decker, creative director at Current TV. "And they said 'No.'"
In a world where blogs are as common as bumper stickers and
Meanwhile, inexpensive digital cameras, more-powerful computers, easy-to-use editing and publishing software and the proliferation of broadband makes it easy for anyone with a laptop and some imagination to express himself or herself in hitherto out-of-reach ways.
Video:
Are you a marketing genius?
Big retail brands turn to customers for ads
"Traditional marketing methods have fallen short," Decker said in explaining why he expects viewer-created ads to take off in the market, particularly for the 18- to 34-year-olds who watch Current TV. "This demographic does not respond positively to something overly produced and (that is a) hard sell."
In the Current TV V-Cam campaign, viewers can enter video for any of seven campaigns and get paid $1,000 if their spot is chosen to run on the network. Toyota wants ads for its new Yaris car, L'Oreal Paris is marketing its High-Intensity-Pigments line of cosmetics and seeking a video testimonial to celebrate "Women of Worth." Sony is marketing its Handycam and Walkman, as well as looking for general ads that represent its style.
L'oreal Paris is also sponsoring a
Nike-owned Converse is asking amateur ad makers for original 24-second videos inspired by the Chuck Taylor AllStar Converse sports shoe. Chosen spots will be featured on the
MasterCard is opening up its
Meanwhile, USA Networks
"The holy grail for me as a marketer would be to have an entertaining viral video that was getting passed around and it doubled as a commercial," said Brian Monahan, who oversees online and offline ad campaigns for Microsoft at the
How about a high school teacher in California's Orange County? George Masters paid
See more CNET content tagged:
advertiser,
spot,
campaign,
Sony Corp.,
Apple Computer
This article details well the risks and benefits of using such advertising with the exception of one huge benefit. Consider the cost savings and profit margin on a major advertising account from the view of an agency. Free creatives flowing from people who are already "fans" of a brand. Eliminate the cost of "creating" within the advertising agency and all of a sudden profits are up 1000%.
I would be wary were I the one being pitched the idea by my agency. I would also seek some sort of credit from the agency pitching a consumer generated campaign as the costs are so dramatically reduced.
But even if my agency were not forthcoming with these, I would definitely request to view the communications plan that will oversee the campaign output. I may even ask for a line item veto that enabled me to review all output before it was published or broadcast, and approved or denied it.
Of course, if my agency pitched a consumer generated media campaign to me, I may also just deny their request and produce it myself. That is just me though.
This article details well the risks and benefits of using such advertising with the exception of one huge benefit. Consider the cost savings and profit margin on a major advertising account from the view of an agency. Free creatives flowing from people who are already "fans" of a brand. Eliminate the cost of "creating" within the advertising agency and all of a sudden profits are up 1000%.
I would be wary were I the one being pitched the idea by my agency. I would also seek some sort of credit from the agency pitching a consumer generated campaign as the costs are so dramatically reduced.
But even if my agency were not forthcoming with these, I would definitely request to view the communications plan that will oversee the campaign output. I may even ask for a line item veto that enabled me to review all output before it was published or broadcast, and approved or denied it.
Of course, if my agency pitched a consumer generated media campaign to me, I may also just deny their request and produce it myself. That is just me though.