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PRESS RELEASE: Buick and Leo Burnett Detroit Team Up with NCAA and Zooppa to Crowdsource College Athlete Stories

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General Motors automaker celebrates athletes’ off-court achievements through user-generated video campaign

SEATTLE, WA, March 21, 2011 – Buick, one of America’s fastest growing car brands, and its agency, Leo Burnett Detroit, are partnering with the NCAA to launch the “Human Highlight Reel” campaign on Zooppa, the world’s largest source of user-generated advertising.  At a time of year when much of the country has gone “mad” for college athletics, the crowdsourcing campaign asks Zooppa’s creative community of filmmakers to connect with former NCAA athletes of any sport and produce a 60-second video about the NCAA experience.  View the campaign website and creative brief here.

Proud to support collegiate athletics, Buick and Leo Burnett Detroit want participants to help them celebrate the amazing life achievements of NCAA athletes, showing how they use what they’ve learned in the classroom and on the field to enrich their communities.  The campaign highlights not only great athletic accomplishments, but also the special moments that have inspired these extraordinary competitors to become leaders off the court.  Zooppa is providing resources to help find and connect filmmakers with former athletes. The “Human Highlight Reel” campaign runs through April 22nd, 2011 and offers $20,000 in total cash awards. 

“It’s exciting that Buick and Leo Burnett Detroit are utilizing crowdsourcing as an innovative approach to tell authentic stories for the ‘Human Highlight Reel’,” says Zooppa CEO Wil Merritt.  “The creative community will source and produce videos that celebrate NCAA athletes’ contributions to not only their sports and schools, but also their local communities.”

For more information on the NCAA, Buick, and Leo Burnett Detroit, view their official websites below:



ABOUT ZOOPPA: Zooppa is the world’s leading source of user-generated advertising.  With an online creative community of over 100,000 members, Zooppa works with global brands and prominent ad agencies to produce fresh and compelling creative content. Zooppa’s innovative and socially-enabled platform delivers far more than content, offering brands and their agencies a cost-effective, tactical approach for consumer engagement, online buzz and word-of-mouth and market insight. View our community’s work by visiting www.zooppa.com.

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Meme E

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