How would you explain “user generated content” to a 6 years old?
Yesterday, as an exercise, I have been ask to explain the statement “user generated content” as if I was talking to a 6 years old child, and this, with only 3 sentences!
(Which kind of guy would like to talk about this with a child by the way?!)
Anyway, I gave the following answer:
“As many other children like you, make the best car ever with your Lego. After sending it to Mr Lego, if it is really nice and if Mr Lego really likes it a lot, all other children will be able to buy this car made by you, in toys stores around the globe. You will be very proud and receive free Lego from Mr Lego to thank you for making such a nice car; and even more: your name and a picture of you will be on the box!"
What do you think about my proposal?
Of course, with this statement, I am going further than just advertising. Because to me, “user generated content” is much more than advertising, it is about acts. Both from the customers (who accepts to create something for the brand), and from the company (which allows customers to play with the brand and rewards people for it).
If it were not for a child, I would have used the latest ad I saw from Doritos to illustrate the concept.
As you may know, Doritos is a big fan of user generated content and has very good result with using it. Last year’s Dortios Superbowl TVC was made (or at least imagined) by a customer.
Doritos’ new campaign ask again people to create content for the brand in a nice and humorous way
“Pat wants to make the next Doritos TV ad & win £200K, Please, win it before he does.”
“Ian wants to make the next Doritos TV ad & win £200K, Please, win it before he does.”
I think this kind of campaign mixing standard advertising to let people know about the "contest" is smart. It makes buzz, makes people happy and feel like they are part of the brand (not like these people from above!), it also gives a good image of brand who is ready to pay and reward people.
Pretty soon, some agencies won't even have a creative department, the audience will make the job! Even if I don't really think this will happen (and that it is a good idea but that's a different story), I am pretty sure that all (or almost) 6 years old kids will all be “User generated content” makers within the next 15 years!