Consumer Generated Advertising (CGA)

14. October 2008 | From Tino Kressner | Category: Marketing 2.0

Borrowing from the User Generated Content (UGC) is the marketing, where the customers themselves to create content as Consumer Generated Advertising (CGA) means. They do so either voluntarily, because they are big fans of a brand or a product, or because producers themselves to create the framework and competitions. The creative clients, it is important that the contents get much attention that their skills and / or their creativity will be publicly praised. He wants his respect for social network or to get attention. Where CGA without requests from the producers, is the enthusiasm of the customers so large that it the product or brand to support themselves and to be mediators. Write to the producer, a competition that is the clearance of human behavior, like with others to measure and prove duelieren. In addition, prices (in kind or in cash prizes) have an incentive to participate and as well as the "Open Design" factor for the resulting quality.

Firefox as the father of the CGA

The beginnings of this has created the popular open-source browser Firefox, on which a TV campaign was advertised online. On the homepage at the end of 2005 was a kind of briefing published, with the man at all creative fans turned, the desire had its own 30-second commercials to create. Here, only the properties of the browser in focus and the characteristics of the mark. Firefox already caused a stir in 2004 for large, as the browser is only compatible with the financial support of thousands of fans a double-page ad in the New York Times place. This überlies the design and content to users entirely. With success, the results can be www.firefoxflicks.com, and certainly do not professionally made commercials hiding. Especially as a video created by users themselves, rather than recommendation, as advertising is taken. The credibility of a customer is automatically higher, than that of a well-paid advertising agency.

User-generated commercial for Firefox

Quality no exclusion criterion

Firefox has the advantage of a non-profit product to be. So why should anyone for a commercial product advertising generate? No customer can volunteer for a promotional action of a profit-oriented enterprise use, which is cleverly cost savings for an advertising agency wants. Who necessarily effektlastigen, highly polished TV commercial wants, needs to continue to pay. Consumer Generated Advertising is in the technical quality and safety first a step backwards. But if something on YouTube & Co around, will soon wonder what modest quality there is some superscript. Since it may just now be sufficient to rely on a sofa and to ten minutes, about his disturbed relationship to women to speak.

Complete company advertising user generated

Even a step further with this form of marketing is just the internet browser Firefox with its campaign "Spread Firefox". Over 5,000 users are concerned here with the question of how the browser can do even better known, with the aim of the supremacy of Microsoft's Internet Explorer to break. The battle against the Redmond-billion dollar corporation, like the David versus Goliath battle. It is precisely this and the fact that behind the Firefox project stuck no financial interests, can be thousands of fans together to develop Davids fighting. The developer of the non-profit company Mozilla, set for this action, the website with many tools for communication. So you can have forums, chats and blogs jointly planned and exchanged the latest findings. From out of this community were individual working groups, each a task to have to worry about. For example, there is the Working Group "Press", which is to take care of all press inquiries, or the team "partner" to respond to partner requests. This will also have a great responsibility. Motivated to be the "David" with a sophisticated reward system in which, for example, for each download of the mediated browser gets a point. The 250 dedicated members will be directed to the Spread Firefox website linked. And get it in the daily 50,000 - 75,000 visitors to the site a little traffic to their own page. If the traffic is not happy enough, can his points in the Firefox store against merchandising (T-shirts, mugs, ...) or to swap games to participate. Mozilla is running with this action of course a danger that in a press release not all the benefits of their browser called, as the developers have presented once. Nevertheless, their messages through the distribution of mouth about the customer can find a higher credibility.

CGA for commercial enterprises

Also available as a commercial enterprise, it is possible for customers in the marketing process. But before an action is planned, should compatriots, whether the content already on their own product to be created.

George Masters, a 37-year-old teacher, was such a big fan of his iPod that he had voluntarily decided to advertise the device to make and create their own video clip.

"My ideas come from music generally and usually when I am in my car. All of my music is on my iPod. I was listening to this song called tiny machine by the darling buds and I am listening to it on a Tiny Machine. Visual Imagery started flowing to me. [...] The reception far exceeded my expectation. If I had known it would be so popular, I might have done something more on-brand and edited it down to a: 30 spot. It's special because it's an expression of my love for motion graphics and Apple products. Not a direct attempt at fame or fortune. "

The Mentos Experiment

Apple's response was exactly right: Namely, do not. Why, too. Although copyright and trademark rights have been violated, recommended Masters iPod and thus more advertising for these little music player. Reacted quite differently on the other hand, Coca Cola, Coke Light as its an interesting experiment in conjunction with a pack of Mentos was suspended: "We would have preferred it, the people would drink Coke Light instead herumzuexperimentieren so." Said a company spokesman. Mentos, however, watched the epidemic spread of new sponsored Versuchsanordnungen6 and after some time even a further continuation. Used, this has also the Carlsberg beer company with its own Mentos Experiment that on YouTube about a million hits pleased.

Full CGA Contests

VIVA

The CGA is also targeted to generate can show VIVA. Viewers were able to even their own intermediate Trailer tinker, which is then broadcast on television were. Whose latest trailer then ran to the music channel, proudly told all his friends away.

Converse

The sports shoe manufacturer Converse called 2005 amateur filmmakers to shorts on the theme "Converse tell your story" submissions to the lifestyle, the spirit or the image of the shoe should be addressed. The more than 70 films will be submitted to the Converse Home in a gallery präsentiert.9 The video has been best with $ 10,000 prize and ran on MTV as the official Converse spot on television. Converse instructed not an advertising agency with the production of a spot, but its own customers. The shoe manufacturer makes the enthusiasm of the fans own brand and can take advantage of them, next to the word of mouth online videos, also show a large audience. This affects both authentic and credible.

Pepsi

The Beverage Group PEPSI making its customers to product designers. So they wrote a contest from their own drinking cans to shape. The winner gets not only $ 10,000 but is the first consumer, whose design on a million Pepsi cans will be reprinted. The doses can be either in an online editor or your own program needs. PEPSI stelten is a template for download. The submitted proposals should be approved by the online community in the spirit of Web 2.0 gevotet be. This action is the conscious control over the corporate look of the brand's own product out of the hands, in order to retain more customers. A successful action: According to their own figures were almost 100,000 designs submitted. From a press release indicates that "[...] the international markets [...] in classic Web 2.0-video and music portals planned [are] in which users create their own content to share with others."

As a further example of a qualitatively very successful action would have the "Sony Ericsson Mobile Wallpaper Contest" will be listed here, in which the design community Visiualorgasm calling a mobile phone wallpaper to the "gig in the sky", a concert of the singer "Jamiroquai" in a jet, to create. The result has at present 166 creative entries from which the community chose the 25 best. A renowned jury then awarded their five favorites. Here the winning design: