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10 posts from March 2006

Current TV helps Structure Consumer-Generated Ads

060303_1 Okay, says Current TV, let's get this consumer-generated advertising thing organized! They sign up sponsors like Sony who are willing to review consumer-generated ads at no obligation to use them. They let people know all the legal stuff and get the sponsor to promise payment if the consumer's ad does get heavy usage. Excellent use of Current's special position in the emerging media universe!

Current Studio // Resources // FAQ. (via SmartBrief)

How does V-CAM work? • It’s a viewer-created commercial for our sponsors that runs on Current TV • A V-CAM can be any length up to 3 minutes. (3 seconds, 17 seconds, 73 seconds….whatever!) • For every V-CAM that goes to air, you’ll get $1,000! • If your V-CAM does air on Current and the sponsor of your V-CAM wants to show it in other places beyond Current TV, you’ll get anywhere between $5,000 and $50,000, depending on where they show it....

Plus, they have an excellent common sense answer why you can't submit ads for companies which are not participating in the program, yet.

You love [Brand X]. Everybody loves [Brand X]. But the V-CAM program depends on the support of specific advertising sponsors –- companies cool enough to sign up for a radically new model of production. So no, V-CAMs can’t be commercials for random products or brands; they have to sync up with one of our sponsors.

But if there’s a brand you think you should be one of those sponsors –- let us know! And more importantly, let them know!

 


From the Nameless Faces to the Registered Users

060306_1 As web sites become the communications hub between a company and people who use its products and services, getting your best users to register is becoming more and more important. The database you develop can then be used to lower the cost of  communications or to research customer preferences. In a recent issue of the New York Times, Stuart Elliott discusses two recent promotions which are designed to increase usage, but also to capture data about the users of daytime soaps and Coca-Cola.

NY Times: To Bolster Audience, Soaps Turn to the Web - New York Times by Stuart Elliott

To help reverse a long-term decline in the ratings for the two soaps that Procter still produces, "As the World Turns" and "Guiding Light," the company will sponsor a watch-and-win loyalty rewards program under the name Daytime Dollars. ...

The promotion is emblematic of two trends that are remaking the way marketers like Procter seek closer connections with fickle and elusive consumers. One trend is the growth of loyalty promotions,... like My Coke Rewards, a program from Coca-Cola allowing consumers to collect points redeemable for prizes valued at more than $50 million.

The other trend is the increasing use of new media by packaged-goods marketers like Procter to augment a longtime reliance on media like TV. For example, consumers will be able to manage My Coke Rewards accounts on the Web (mycokerewards.com), and the two Procter soap operas are available as audio podcasts at cbs.com/netcast.


Run London Keeps Building Community

060301 I've mentioned before how much I admire the Run London web site from Nike. Now they've added a Google Maps feature that gives users another reason to come back and share. Although I've categorized this story as "community building," Nike is making itself useful to the runners of London as well.

Run London with Nike (via ClickZ story by Zachary Rodgers)

You can become part of the Run London community any time throughout the year just by signing up when it's time for the next 5K run. ...Just leave your email address below and we'll be in touch.

Plot your route to measure the distance, then save it to share with the rest of the red shirts. Search by postcode, route-length or type of run for routes tried and tested by your fellow London runners.