What is the single strangest thing I can do with ketchup?
Viral advertising is often dubbed as the cheap way of marketing. One example of this is the winning Doritos ad that only cost $12 to make and was aired during the Superbowl. Of course this is extremely cheap, but still Doritos spent about $1,3 million on advertising promoting, among other things, the contest leading up to the winning submission.
This NY Times article highlights the problems for companies when creating viral contests including user-generated content. Screening, selecting, censoring and promoting the content all add up. The article gives the example of Heinz that is currently running a viral campaign where consumers are free to publish their own ad including Heinz ketchup.
Heinz rewards one winner with $57 000, a substantial sum that encourage people to give it a shot. How hard can it be?
The article highlights the difficulties of user-generated campaigns and that the quality of submissions are often so poor that they can’t publish them. Since the costs of these campaigns are about the same figures that traditional advertising both Doritos and Heinz seems to be quite reluctant to create another campaign using only user-generated content.
[tags]Heinz, Doritos, user-generated, viral campaign[/tags]
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June 3rd, 2007 at 3:23 am. Permalink.
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