Non-breaking news


The NYT discovers that user-generated ads aren't as easy as asking people to contribute video clips.

There's even a quote from an ad agency, saying it "only goes to show how hard it is to do great advertising."

But the article (and Nick Carr's snark-along blog post) omits the possible benefits beyond cost of user-created campaigns -- and doesn't exactly break news in the process.

As we reported last year:

For companies, turning customers into creators is not as simple as just inviting them to participate. It takes a fair amount of work, and sometimes fancy Web sites and major bandwidth, too...That kind of capability and bandwidth requires planning, investment and cooperation among different parts of the business...User-created content comes with its own set of risks, and requires companies to think as hard about their campaigns as they would about any traditional marketing effort.

And: The haters showed up in droves when Chevrolet allowed users to create ads for its Chevrolet Tahoe sport utility vehicle...Last spring, viewers of NBC's Donald Trumpathon, The Apprentice, were invited to visit a Chevrolet Web site where they could assemble video clips, music and written supertitles into commercials for the enormous conveyance. Not surprisingly, given the political incorrectness of SUVs, some of the ads were less than respectful. There were versions that showed the Tahoe tearing across a desert while the onscreen text proclaimed it had been a rainforest before global warming. And plenty of contributions included references to the vehicle's lousy gas mileage.

....Yet Chevy and its ad agency, Campbell-Ewald, left the negative spots online, and claim to be delighted with the campaign.


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