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Juggle This: Brand Curated, Produced And Sponsored Content

March 28, 2010 By 1 Comment

John Winsor, CEO of Boulder-based crowdsourcing agency Victor & Spoils tells an interesting story on his personal blog about a friend who in the outdoor equipment industry.
According to Winsor, his friend’s company is well supported by its customers, some of whom have posted popular fanmercials on YouTube. (Yes, I just made that word up.)

People, who love his brand, are making their own spots by the hundreds. And, they’re popular. A half dozen of the videos have been viewed by over 1.5 million people.
While the cost of the 9,000,000 viewers is $0, my friend has lost some of the control he had over his brand when he used his agency. The trick is moving from a creation mindset of controlling the message and broadcasting it to a curation mindset of inspiring and guiding the people who are creating and sharing the digital videos.
What do you think?

I think consumer generated content on YouTube is a parallel universe.
Brands still need to develop their own voice and drive the ship, as it were.
Co-creation is another story entirely. When brands work with their customers to make something together, it can be a win-win.

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Filed Under: Ad People, Consumer Generated Media, Content, Social Media, Video
About David Burn

I wrote my first ad for a local political candidate when I was 17. She went on to win her race, and I felt the power of persuasive copy for the first time. Starting in Portland in 1995, I worked my way across the country as a copywriter and eventually became a content director making media products for big packaged goods brands. I returned to Oregon in 2008, and now I focus on building brands for companies that matter, including this one.

  • http://www.skypulsemedia.com Howie

    I think if somehow the videos can be of benign nature this can be huge engagement. If a brand makes good products and gives great service (aka Flip Da Funnel Jaffe Style) there shouldn’t be anything but good will.