March 17, 2006Ta-hoe. Ta-hoe, it's off to YouTube I go...
Filed Under: Consumer Generated Content
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I gave the "Ad Management" (their words) Folk at Chevy/Campbell-Ewald enough time to review and approve my spot, which was well within the rules set out by them.
So here's my attempt, which I crudely captured myself. (PS - Where the ^%$@# is the URL?) Update: 255 views and a 1 star rating (which is appropriate I might add)
Also here's Jackie Huba's version. Also check out her post and consumer generated media's post on the same subject.
I think there are 3 themes here:
1) What is "Consumer Generated Media" and what is the difference between CGM and CGC (Consumer Generated Content), which is what I call it? I would argue that Chevy Tahoe's attempt is exactly CGM as per Pete Blackshaw (iCGM), COTC or CGM.com. Media as in Advertising as in ADS. By purposely using the word, "CONTENT", I am separating credible, believable and authentic creation and expression from contrived and controlled, puppeteered ads. Personally, I would hope the industry STOPS using CGM as a term or at least separates the wheat from the chaff.
2) Could we be seeing an underground or against the current trend here and elsewhere, where consumers will buck the system and create an anti-ad, with social and poignant commentary (or not) - for example, Jackie talks about Gas Guzzling, whereas I just poke fun at the hype/hyperbole/disconnect between what we see in ads and what is real e.g. the supermarket versus snowy peaks. To compound this thought, could we argue that this is exactly what Chevy hoped for and if so, would this be called a success (buzz etc)?
3) Speaking of which, I gotta ask the question...is this going to sell cars? What are the mechanism in place to convert this interest (or even, gulp...engagement) into leads and sales? Let's not forget why we're (over)paid the big bucks by our clients shall we?
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» Consumer Generated Content: Marketing Evolution or Revolution from i-wisdom
General Motors has launched a Consumer Generated Media campaign around their SUV brand Chevy Tahoe. Chevy Tahoe fans can customise their own commercial for the Tahoe. Participants can make a selection of a series of short 3-second clips and [Read More]
Tracked on Mar 18, 2006 6:20:14 AM
Comments
This isn't consumer generated content but give GM a break. At least they're trying! If you want to see better automotive consumer engagement, check out http://www.vwfeatures.com/?ic_id=home_gti_launch_2006 CP+B does it again. Build your car, take a ride, send to a friend. Each time you build you GTI the video changes (or at least it seems to).
Posted by: Paul Herring
ok Paul. I will :)
Posted by: jJ
Good points. Ultimately, I don’t think consumers separate "content" and "media" from each other or think about it in the same way we do in the biz. To them, it's a chance to have a say in the brand, if even under its watchful eye and control.
The 'Tahoe' and 'Priceless' consumer-generated spots are really safe moves from large consumer brands with proven campaigns. There's no real risk here, since they have a history of previous spots to compare the consumer versions against.
Sure, the brands risk taking a small PR hit by negative comments, but if they're willing to display the good with the bad comments, this honesty can only help the brand in the minds of the consumer.
And, is a negative comment about a huge grill logo really going to prevent people from buying? I suspect people will nod in agreement and still make the purchase anyway.
For my money, it's still not consumer-generated content OR media in its purest form though. That can only happen with consumers creating 100% of the content and putting it in a place and time of their choosing, not the brand’s.
Posted by: makethelogobigger
I'm so glad you said this Joseph. "Let's not forget why we're (over)paid the big bucks by our clients shall we?"
I actually wrote this blog post (text below) before reading your most recent.
Pete Blackshaw writes in a recent ClickZ article entitled -
"Can Marketers Control CGM? Should They?
I am completely amazed that this article could be written without once mentioning affiliate marketing. For all the techno-marketing-babble and invented acronyms, the current affiliate marketing INDUSTRY already contains about everything he explains. Brand marketers are just catching up. If you're familiar with affiliate marketing at all you'll see what I mean. Guess there is a little troubling having to come down from the pinnacles of Brand ads to figure out what Direct Marketers have been growing for over 6 years. As an Affiliate Manager I will personally attest to a vast number of affiliates being customers too. Makes real sense, wouldn't you agree?
Pete did mention Jaffe's Blog. That was a perfect reference for me. Joseph has been working on this topic from the Madison avenue perspective. And to hear him speak, you'd think we were all born in a brothel by his vicarious use of obscenities. It's a hoot. For me anyway.
Kudos to Joseph Jaffe for his "Battle for the Heart" tour last year promoting his book. It was offered through MIMA.org So, I attended in Minneapolis. To say that I was astounded to never hear anything about performance based marketing is an understatement. Nothing, Nada. I thought I had some secret to contain by the time I finished my martini.
$1000 for an online ad that's worth millions? Gee where do I sign up? Do you have a bumper sticker too. :-)
Affiliate Marketing and Consumer Content are bound to collide at some point. Have we reached it yet? Corps will be most profitable if they can continue to keep the value of a CGM ads as unquantifiable - So, therefore deserves only a nominal incentive, if any. It's not. They are figuring out what it's worth (butt-loads is the answer). In Affiliate Marketing all those control issues about anti-ad or reckless ad/content are answered. It's called the "Terms and Conditions Aggreement".
If they can sell diamond rings and industrial equipment, they sure as hell can sell cars. (That one's for you Joseph) C'mon,... Admit that you are taking your cues from the affiliate Indy..Or maybe you should be. Let me know if you're interested.
Auf Wiedersehen
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