In the late 1950s, the early heyday of advertising, there was a fad for competitions that got consumers to write jingles. Earlier this year Dreamworks made a movie about a housewife who supports her constantly new improved family lifestyle through nothing but winning these competitions. As it says on the movie poster, “She raised ten kids on twenty five words or less.” No wonder copywriters have such a nostalgia for the old advertising model!
So, is the latest excitement over user generated content a fad or here to day?
Here to stay, of course, whether marketers like it or not. You can’t leave the customer out of your media mix any more. They will have their say one way or another. But beware. See Christine Beardsell’s post in the Digital Hive on how to and how not to go about using users in your campaign.