Posts Tagged ‘UGC’

A fan-tastic piece of UGC

August 28, 2010

At the end of the social media rainbow is a treasure that every brand is looking for: fandom.

This UGC ad encapsulates the idea of brand fandom.

The story goes something like this: Guys are at a bachelor party. They have loads of their favorite drinks, including the one on the video, the Finnish specialty: Original Long Drink. One of them shows off his skills in opening the bottle (yes, with a shovel). Others have their Nokia phones at hand and decide it needs to be filmed. They set up the cameras and have several takes (and bottles) till they feel they got it right. After the party, one of them does some editing, publishes it for the world to see, and spreads the word on social networks.

In the old world these guys would have been sued.

In today’s world they should be hired.

What I especially love about the production – in addition to it being real, genuine and original – is how the guys managed to grasp the essence of the brand’s personality into the setting: the whole idea of the Finnish summer. And also, a nice little detail in the end is the “product placement” of a small Finnish clothes company, Makia – another example of how fandom plays out.


Skittles open up by allowing a brand hijack

March 14, 2009

Brand hijack. The consumer’s act of commandeering a brand from the marketing professionals and driving its evolution.

Alex Wipperfürt

Skittles let go. The home page of the sweets company no longer belongs to the communications / marketing department of the company. They shifted the power to the consumers who are now driving the brand’s evolution online.

Was it truly innovative? Maybe not. Good ideas tend to be copied.

Is this the way home pages will be? Most probably not.

Will we see more of these? Most probably yes.

Was it “just a marketing communications gimmick”? Hell no.

How do I feel about it? Absolutely love it.