Tapping Into User-Generated Content for Promotions - TSI10.12

In the advertising world, there’s a lot of buzz about user-generated content. That’s where consumers are invited to create ads for everything from ketchup to credit cards to cars, and they’re eager to participate. When Doritos held their contest to air a user-generated commercial during the Superbowl, they received over 2,000 submissions and two million votes! Prefer to listen instead? Just click the play button at the bottom of this entry! Now while these campaigns range in their level of control over the message, typically the best content comes out of the ones that are less controlling. But then there’s