Juggle This: Brand Curated, Produced And Sponsored Content

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.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.