Open Source Advertising (OSA)

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

The Open Source Advertising will be in a community of consumers themselves, similar to Consumer Generated Advertising, advertising content is created. That this underlying material is under a free license and can be downloaded by each participant, further supplemented and published. Fans of a brand or a product are motivated from their previous passive consumer into an active conservation producers to change attitudes. They will participate in the communication and build a stronger bond to the actual producers. The reward for volunteers is the feeling of cooperation, intellectual and creative challenge and the attention.

An already popular method of the OSA are competitions in which professional material is made available to consumers and the merged or converted to. Fans of a brand or, for example, a music band VIPs are expected to be charged. You may not yet mass effect published materials in advance here. Participants get access to information that would otherwise have no one else has. Alone, thus lifting it from the rest of the fans and take their social network in an insider role. The creation of a creative media product is a popular hobby that even with Fan Arts and Fan Fictions since the early days of the Internet community has found his. Rare participants will otherwise use its resources have the opportunity to professionally raw material to be able to work. The participants get a sense of proportion to get the product through its proposals and ideas, the entire process. Because of competitions will be caused to human property, wanting to be better than others - with others to measure. Others are involved, because they expect a profit or the opportunity to gain experience. Still others are hoping for recognition within their social network or even on public glory and honor.

Video Remixing

Especially in the film and music area, it is a wish of many fans to contact their stars to have. On the online video platform JayCut.com will be in September 2007, a competition in which fans will be called an official music video for the band "Sunday Sounds" to cut. The song, as well as lots of video footage was to JayCut uploaded. Fans may be employees or partners of their stars are. The U.S. calls on Governor jumpcut.com to make an official commercial for his campaign to cut. Thus, his voters, but also opponents of the chance to show how they see it. At the same time he stressed his interest in the opinions of the public and this gives them a voice.

The AAL-Prinzp

This approach is supported by advertising professionals quite critical and somewhat pejoratively as AFTC principle (Others can work) means. They warn, "[...] the mark of the hand and to the consumers because rumpfuschen 'to leave." Roland Kühl-v.Puttkamer, an author of Werbeblogger.de, a professional blog for advertising and marketing, the AAL principle as a yield of consumers: "As always with AAL projects is such a model is an extremely delicate balancing act between real benefits for both sides urkapitalistischer and exploitation of labor resources."

The word of mouth specialist Martin Oettinger warns against false motives of an Open Source Advertising Campaign:

"The active involvement of users in the network should not be done so because it is cheaper still, because it somehow grade in 'or' current 'is, nor should it necessarily as a piggyback on the successful television series to take place. It should above all be made, because I think it marks for the only way is connected with the creative and critical users of the Web 2.0 way. The have their own voice, or just find themselves no longer want to accept that the media only as the addressee, or target audience to understand. "

The consumers themselves create promotional content to leave at the same time means control over its own brand or the product of the hands. This also had General Motors to compete with their new "Tahoe SUV" painful experience. For the car model, video clips and music are available, then the users to a commercial together could be cut, with their own texts. The campaign declined to back off. The result was sarcastic criticism about the high fuel consumption and associated environmental degradation. If we look at YouTube under the car, get alone with the first six search hits commercials that are on the car and the brand fun. "This can not be prevented," says the online marketing expert Torsten Schwarz in an interview with the Internsetseite "Internet World Business'.

"Anyone who decides to use Web 2.0 has the chance, much to gain attention and into direct contact with the target group to replace them. The risk is that the users do what they want and shape their own image. "

According to Martin Oettinger shape the customer not only through such open-source actions their own brands, but have always done. "It is illusory to think that you mastered all alone communicating to a brand. Who once with friends in the pub car, beer or whatever for brands has spoken, knows that the relevant marketing information is very little with the brand-led advertising worlds has to do. "This means that General Motors, with its action to customers a voice has been - a communication channel through which the existing negative opinions about the brand became visible. From this point of view it is even the campaign as successful. Never should the company General Motors was clearly evident, which potential customers to their products and why bother paragraphs so strongly decreased. A surely good time to open communication with the opinions of the target address and deartige shortcomings.