News
2010-04-19
User-Generated Content Gains Steam From Mobile
Although the concept first gained steam during the social media boom of the past decade, marketers are finding new ways to employ user-generated content, especially video and photos, in their campaigns.
NBC Universal's iVillage partnered with user-designed apparel site CafePress this month to promote an online photo contest celebrating Earth Day. The initiative encouraged consumers to submit photos that answer the question, “Why on Earth are you saving the planet?” The company required consumers to submit e-mail addresses when uploading photos.
Bob Barnett, director of health at iVillage, said that one advantage to the tactic is that “the consumer loves it when we feature their content.” “I think the general audience enjoys that peer-to-peer approach,” he added. “In general, the women who come to our site want to understand the experience of other women who come to the site.”
Briar Waterman, digital group creative director at EuroRSCG Chicago, said that marketers have recently increased their use of the tactic in part because of the spread of smartphones. “We're calling it ‘mocial' – basically a combination of mobile and social,” he said. “There's an ongoing conversation that we can have, especially when consumers are not in front of their computers.”
Full Article: DMNews