Advertisers want you, but in a different way….
What began as ingenious contests has turned into a new advertising and marketing concept– viewer created ads. I remember watching Terry Tate the Office Linebacker during the Super Bowl in 2004 and laughing hysterically at what a great commercial it was. It created an even greater connection in the following days when I learned the ad was originally a student film. I had never heard of the acceptance of a non-professional in that area.
Four years later the doors have been opened for nearly anyone with a good idea to succeed. In that time, we’ve gone from Terry Tate, to BMW Films, Converse, The History Channel, to Visa and MasterCard all asking everyday people to present their ad ideas. As this concept continues to evolve, the marketing and advertising agencies behind those initiatives are stepping out from behind the curtain to the forefront. Instead of creating a campaign based on the contest, they are actively soliciting pitches for clients.
Just yesterday Edelman Studios, a division of Edelman Public Relations, launched their website to accept new pitches for some of their clients. Just as Current TV has been doing for quite some time now with their VCAM, viewer created ad module assignments. The evolutionary step these programs have taken from the contest idea is that if your pitch is accepted, you’ll get paid. A modest sum, but a nice compensation for your effort, and let’s face it, if you are pitching these ideas, you probably doing it thinking…”This could be my big break.” I look forward to seeing what content makes it into production, and seeing if the advertising game is truly opened up to anyone with that great idea.
(Disclaimer: Kirsten works for Edelman Public Relations, but has no connection to Edelman Studios)
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