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 head of brand strategy and creative at Bonehook in Portland, Oregon.