Southwest is the latest major marketer to embrace user-generated content as a way to generate new ads. As part of its "Wanna Get Away" campaign, the company is soliciting clips of users’ most awkward or humiliating moments on YouTube. Inspired.
But then again, and typical of the search and taxonomy problems on YouTube, I couldn’t find any mention of the contest on the site. And nothing on iflyswa.com either.
Southwest joins ongoing Superbowl contests from Doritos (Crash the Superbowl) and the NFL (Super Bowl Super Ad), as well as past entrants like Mastercard (Priceless.com) and Converse (Converse Gallery), not to mention the ill-fated direct publishing model from Chevy Tahoe. It’s officially a trend.
Read more in AdWeek (thanks Adam). Photocredit: djll
Misha Cornes
Comments
Connections
Is anyone getting tired of the whole “make the commercial yourself” trend? Is there a point when too many brands will offer it and it will go from being a genius idea… to enough-already (like employee pricing in the car industry)?
Michelle Edelman is director of strategic planning at NYCA, a full-service marketing agency that grows businesses with inspired ideas. To find out how NYCA can grow your business, log on to http://www.nyca.com.
[...] page, and the best one will air nationally after the contest ends. (We talked about this trend last year, and it was a big part of several advertiser’s 2007 SuperBowl ads – [...]