10/28/2007 03:55:23 AM 
(2) 
(2) It was a great event and some inspiring presentations. (Much more to follow).
John King from Fallon spoke about lots of things, but included the idea of thinking about consumers, not as the creators, but as editors of content.
A nice evolution of the current zeitgeist.
To demonstrate, he showed us how the Cadbury's gorilla ad had morphed into a variety of different edits, some created by people and others created by the agency to inspire people to do it themselves.
The Original- 2 million views plus...
Bonnie Tyler- Remix- 238,000 views
50 Cent Remix- 127,849 views
Bon Jovi Remix- 24,075 views
I know this is old news to many, but the idea of providing content that can be played with, edited and throwing out examples for people to follow is really smart.
It keeps the idea alive and engages the consumer in the process.
Posted by Ed Cotton
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consumer editing
Consumers can edit any commercial any way they want to, nothing is stopping them from doing what you suggest with any brand and throwing it up on YouTube. Please check, there are already some great examples. The strategy here is simple- it's about JOY- that the drummer demonstrates- people seem to be noticing the drummer in the UK, the market where this piece of agency created ADVERTISING is running on TV. The brand's target consumers are looking to the web for repeat views and extended experiences. Having the consumer edit- extends the life of the spot and encourages others to interact and play. In a world where industrial marketing process forces you to "tell", this new model is about breakthrough and interaction. Let's see if it's working, perhaps it's too early to tell.
Posted by ed cotton on 10/30/2007 10:59 AM
Consumers can edit any commercial any way they want to, nothing is stopping them from doing what you suggest with any brand and throwing it up on YouTube. Please check, there are already some great examples. The strategy here is simple- it's about JOY- that the drummer demonstrates- people seem to be noticing the drummer in the UK, the market where this piece of agency created ADVERTISING is running on TV. The brand's target consumers are looking to the web for repeat views and extended experiences. Having the consumer edit- extends the life of the spot and encourages others to interact and play. In a world where industrial marketing process forces you to "tell", this new model is about breakthrough and interaction. Let's see if it's working, perhaps it's too early to tell.
Posted by ed cotton on 10/30/2007 10:59 AM
It appears you don't have Flash installed.
Content shmontent. And when some creep uses your gorilla clip in a pedophile video, I can just imagine how delighted your client will be over that little bit of consumer editing?and the ensuing press coverage. Please try not to get too caught up in all this peripheral white noise. Stick to what you're really getting paid for. Advertising, remember?