Friday, June 15, 2007

DIY Advertising

Make the logo bigger has recently pointed out Xbox wanting concepts from consumers. A lot of this Do-It-Yourself advertising has been going on lately.

Shedwa has also let us know about a cool contest Mountain Dew has developed for designers.

Pepsi did this, too. Now you can vote on the design you like the best.

Yesterday, I had dinner at Applebee's and saw something I thought was a coaster at first. After a better glance, I thought, "how innovative, a flip book." To my dismay, it was a large pad of paper that customers can peel off for where to go for more information to enter the contest. Applebee's is having the big Burger Showdown with Food Network chef, Tyler Florence -- a somewhat new addition to the menu. (I thought Bobby Flay handled all the showdowns/throwdowns.) If you make the best burger, you'll win $5,000, a trip to New York, and more.

Even the locals are doing it. Midwest fast-food chain Taco Tico invites everyone to make a two-minute commercial on why they love Taco Tico. Every accepted entry will earn a free combination meal. The grand prize winner will receive $3,000 and free Taco Tico for a year (once a week). The winning entrant's commercial will also be in the ad campaign.

A while ago, I read online that it is more costly for advertisers to let consumers make a commercial or design their product. I don't remember where this information was at though. Does anyone know?

Does this really produce more ROI than if an ad agency created a campaign? Is it more effective? Is it worth it?


Make the logo bigger said...

It builds interest short-term I suppose. They can measure the number of hits and entrants for sure at each site. But then I wonder, do all these contests now just become one giant collective blur in the consumer mind?

Joel said...

I think they're starting to get that way. Also consider that consumers see through these contests; they're not getting paid to design the product, or whatever it is they're doing for the company.

Not in these same words, but before doing anything, a consumer thinks, "What are my odds of winning, and if I don't win, is the 'prize' of interacting with this brand worth the experience?" You had better make it worth their while because they don't give second chances.

Maybe that's why it requires a larger budget for advertisers...

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