The Doritos consumer generated Super Bowl TV commercial ( cost to produce $12.95) rated #4 in terms of consumer rated effectiveness/likeability !!What does that say to clients about ..production costs...speed to market ....
The positive perception of the 4 Consumer generated ads in the game will no doubt result in many other initiative this year. The novelty factor will wear out quickly and we will see some crap; but I see CGC as an ongoing element of many campaigns; not replacing the profesional agency commercials but augmenting them . Why not have the creative team bang out a few ads inthe same low cost/quick turn/low production value vein?
Its' not hype, not buzz, the trend to shift major dollars to digital/web is real and Ifeel it coming big time in 2007.Do not be left behind. Don't look for the 1 Big Idea ; get many small, stealth, test projects quickly in market ; test , learn refine, act again, learn , expand, invest.
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