Spotlight On NW Creative: Solar World Asks People To “Shine Baby Shine”

It’s been a while since I’ve featured a consumer generated video contest, but this one is from Solar World, a company that employs lots of Oregonians in the green energy sector.
So, let’s have a look at some of the homemade videos created by eco-conscious citizens in pursuit of a free solar array from the nation’s largest panel manufacturer. Shall we?



According to the brand’s Facebook page, voting in the contest ended at noon today.
I think a contest like this is fun for the brand’s best fans, but I question the impact for the brand on those who might not know Solar World. In other words, when you’re a new brand or a brand who doesn’t invest in big media buys, do you want a consumer generated video to make a first impression on a prospective buyer? Maybe.
For comparison’s sake, here are two Solar World commercials:

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.