The idea is as old as the world of advertising - let users make do for her advertising, and how to be good, to pay for it. The downside of this approach is the lack of control over the product brand creative, However, it may be an idea for long-term operation, reaching with the times.
Tesla - Advertising chasing innovation
Tesla, manufacturer and distributor of cars with electric drive, started Project Loveday, or contest the ads created by fans. Until now, the concept of communication based on PR activities and the construction of innovative brand image. Fans of the brand asked the boss Tesla, Elona Musk, to organize a competition for the best advertising brand. And it happened: announced on, that under ‘Project Lovedaand’ looking 90-second clip on YouTube, that theme is Tesla, SolarCity, products or ideas propel the transition of the world on renewable energy. Prizes are not exorbitant: 10 best productions will be published in the company's social channels. The main prize is a trip to the premiere of one of the still undisclosed Tesla products.
Elon Musk says, that allows the implementation of own advertising campaign, It will be interesting if, entertainment, and people will not regret, that she saw. Project Loveday fits into this concept quite successfully. They have effects:
https://youtube.com/watch?v=KKbRAazkiWc
Adidas – advertising goes to the heart, but no marketer
Eugen Merher a novice director with a head full of ideas. Isolated created the ad for Adidas and I informed the company. Unfortunately, he received no answer. Perhaps that is why, the hero of the ad is a retired racer, spending the last years of life in the old age home. As for sports bothers him not only age, but employees of the center. History, however, has a happy ending.
advertisement, that moves hearts, spread virally. 8 million views on YouTube shows, that the idea of a student move Internet users! Zastanawiające, why staff Adidas They did not comment on the spot before the issue? You may not have time, or recognized, it is not addressed to the brand's target group? Or maybe you think, that the material has the potential viral and do not need to do anything?
Another interesting project took place in the US. Many people were waiting for Christmas advertising sales network John Lewis:
https://youtube.com/watch?v=sr6lr_VRsEo
The Internet, however, was deceived by another student, that as homework advertising created in the style of the commercial network:
www.youtube.com/embed/_kuNB-exddM
It is about 1,6 million views and was initially adopted just for the production commissioned by John Lewis. Anyway, all had good holidays!
John Wikstrom created a nostalgic clip on the occasion of 20th anniversary Pokemonów. It evokes memories of a child, which gathered the card game and it expanded skill beloved monsters. The image goes from bored fascinated child to adult, who rediscovers the joy in catching critters. The whole closes sentence: "grew up, we too"
2017 year will bring a rash of non-professional video production. Only some of them would bring them reward, or mention in the media. Do not stop to developers. The more, the need for actually just ideas - barriers to entry in the form of technology, editing and distributing video are virtually small
From the side it looks like, the marketing department, for example,. Tesla, could go on vacation, However, it is only an illusion. One campaign does not do the trick in all sales channels, or brand communication. It remains to wish the creators of successful clips, and marketers more time listening to their communities.
Sources
http://www.gamespot.com/articles/this-fan-made-pokemon-commercial-is-great-might-ma/1100-6444699/
https://www.bloomberg.com/news/articles/2017-03-02/tesla-overcomes-china-stumbles-as-sales-triple-pass-1-billion?utm_campaign=Revue newsletter&utm_medium=Newsletter&utm_source=revue
https://www.engadget.com/2017/03/05/tesla-fan-ads-project-loveday-contest/?utm_campaign=Revue newsletter&utm_medium=Newsletter&utm_source=revue
https://thisisnotadvertising.wordpress.com/tag/made-by-fans/
http://www.huffingtonpost.co.uk/entry/a-level-students-fake-john-lewis-christmas-ad-has-the-internet-fooled_uk_581c9204e4b09d57a9a8740d?ir=UK+Universities+&+Education&utm_hp_ref=uk-universities-education
https://thisisnotadvertising.wordpress.com/tag/made-by-fans/
