It has now been three days since the New Orleans Saints won Super Bowl XLIV in Miami, FL and news outlets are still buzzing about the user-generated ads shown during the game. Here at Zooppa we see this buzz as proof that user-generated spots are rapidly creating a new model for advertising and showcasing the effectiveness of crowd sourcing.
Doritos hit the nail on the head with its user-generated “Crash the Super Bowl” contest.
The contest rules were similar to Zooppa’s competition model. The “write it, shoot it and submit it” model brought in more than 4,000 videos for Doritos. This model was not only cost-effective but also offered the brand “real time” engagement with its consumers. (Something brands often lack the creativity to do.) The model of voting for the best ads before they hit the market proved to be effective for Doritos when the three finalists Super Bowl ads were in a national competition on the USA Today Ad Meter and took home two of the top five awards.
The Doritos competition and the success of Zooppa user-generated content is ushering in a new model for advertising and brand engagement content. Long gone are the days of ad agencies pitching multi million dollar spots that are down right embarrassing. Taco Bell are you listening? Large agency Interpublic Group’s DraftFBC had Charles Barkley rapping/talking/walking though cheesy CGI and oddly placed cheerleaders to promote the new NBA $5 Buck Box for Taco Bell. I would have loved to be sitting in the room when the agency pitched this to Taco Bell… “We already spent a few million to make the ad, we might as well air it… right?”
It is starkly apparent that had the Taco Bell commercial been part of the Doritos challenge it would never have made it past the first round of voting, much less to the Super Bowl. User-generated content tends to be more engaging and well-received because it has already been though a vetting process that weeds out bad content. The old advertising model is quickly becoming irrelevant and with the economy working its way back from a recession, user-generated content is the new Madison Avenue, only cheaper and more effective.
If Super Bowl XLIV taught us anything it is that user-generated content is quickly changing the game of advertising and is here to stay.