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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2007
UP F RONT FUT UR E W ATCH www.twitter.com www.eyeblasterwiz.com www.facebook.com www.campaignbrief.com www.jumpcut.com SCAMAD2.0 OPPORTUNITIES So WTF is user generated content? Everyone has had a go a nd re ad a blog, visited Youtube and so on, but I’m looking from th e pe rspec- tive of someone seeking to de velop an idea - to generate engaging con- tent with an audience that buil ds relationships rather than just a per- sonal opin ion us ing im pres si ve technology. To find out more information let’s User generated content (USG) is not really the future now - it’s almost about to have its first birthday as a buzzword. But as a mainstream tool, it’s time we looked at how it can benefit Joe Creative writes Charles Clapshaw (above, pixillated), head of digital at The Furnace, Sydney use some UGC - Wikip edia - to define i t, especially pertinent con- side ring Jimmy Wale, one of Wikipedia’s founders, was here in Australia last month. They say: User-generated content refers to var i- ous kinds of me dia co ntent th at ar e produced or primarily in fluenced by end-user s, as opp osed t o tra ditional media producers, licensed broadcasters and production companies. So, by definition, doe s this mean that advertising agencies and cr e- atives can’t participate becau se we use traditional media channels. Or, does it mean that thi s is us? Is an idea a means to c ommunic ate a concept in the c learest f orm a nd irrelevant to media? If it’s all about a dialogue with the en d consumer then it’s all empowering. However there is more to UGC. What about all the id eas in you r bottom draw? That’s right, it’s a v ehicle t o ge t long lost gold out of th e bottom drawers and into the award books. So, bas ed on that, let’s look at what there is, where it can be used and which awards shows you c an enter it in. 1) Scripts One of the major challenges that follows writing a genius script is to find the dollars to get i t produced, especially if the client doesn’t know about the ad in the first place! Twitter are really in novating in this space, you can post up to 140 8 CA MPA I GN B RIEF characters per blog via web, instant messenger or SMS - perfect for dia- logue! It’s free to join and fully customis- able, check out www.twitter.com.au 2) Character development Facebook is no t new to the space but it’s the perfect place to test the credibility of your character. Looking to base your ad at a high school in South Au stralia? Now’s your chance to talk t o y our new school buddies and see if your cover holds and they do think you went to Underdale High Sc hool in 19 80. www.facebook.com 3) Radio ads Another oldie but a goo die - the iTunes store - the perfect pla ce to distribute your podcast/15 se cond Siren winner. Just create in Garage Band, export a s a MP3 a nd then you can upload via the iTunes store for free distribution. 4) TVCs OK, we have the old faithfuls such as Youtube, but one wor th a g o is Jumpcut - r ecently pu rchased b y Yahoo! The big difference i s that you can edi t online too , s o y ou don’t have to worry about trying to drive iMovie or using the Avid suite over the weekend. www.jumpcut.com 5) Online banner campaigns Eyeblaster is an age-old t ool for developing over the p age b anners and expandos. However it can also be used to develop legit mockups - it places your ad over any URL and so, if Cannes 06 is anything to go by, is sufficiently real to fool any jury. www.eyeblasterwiz.com 6) Long copy No UGC article is complete with- out mention of a blog and so her e we go. Websites such a s blogspot are free and even allow you to hav e comments posted to se e what your colleagues think. www.blogger.com The tools above are just a quick snapshot of what’s available - hope- fully some of the latest IPTV sta- tions such as Joost (www.joost.com) will open themselves up to UGC too - or there is software like FIX8 (www.fix8.com) that is now moving beyond UGC to User Generat ed Reality! Otherwise known as the real world…. Who is using UGC well? Scam wise, I couldn’t find anything yet, but that gives me an idea…however talking more broadly I’d say sites I visit often with UGC include: The CB Blog. A perfect example of great targeted content with a growing (and very active) audience. Although as Lynchy points out, it’s not a real blog in terms of a single stream of consciousness, but I think it’s an improvement. Obviously it’s the comments that make it engag- ing. And as per the rules of viral - to main tain the interest you ne ed some controversy and fortunately the blog has maintained that edge. General Pants’ site is also a goody (generalpants.com.au) - it’s focused on its community rather than push- ing product, so their homepage is a blog highlighting the gigs on that weekend etc. Built 100% internally it’s an indication that they really get the online spac e and how their community is using it. Other sites that mostly feature UGC in some format include: Bannerblog.com.au ausjeepoffroad.com enure.net/feeds/ engadget.com The final thing I want to mention about UGC - people have been using Google to test lines for the last couple of years - maybe UGC off er s the oppo rtunity to focus group test a concept in the real world. Or just to run an ad that the sui ts can ’t sell. If it work s, you could even tell the client about it! MAY/J UNE 2 007
July August 2007