User Generated Content – Quality?
Doritos ran a Superbowl contest where users could submit their own commercials and the winners commercial was played during the Superbowl. The winner of the contest just happened to be a group of 21 year olds from where I live now, Cary, North Carolina. If have not seen the commercial, you can view it below.
I have been reading this morning all these posts from “advertising executives” that the quality of this user generated commercial and user generated commercials in general are no where close to the professionally done ones. Here are some responses:
“The Doritos user-generated ad wasn’t our choice, but got great laughs. It just needs a stronger ending.”
“Doritos. User generated content. Don’t give up your day job. …”
“Doritos user-generated spot: I hope this commercial finally dispels the myth of user- generated content, and most importantly as a submission-based campaign. It doesn’t work. These spots aren’t good, or funny, and there is a reason people get paid to make ads for a living.”
Quotes were found here.
My response: Please… The Doritos commercial which was made for less than $15 dollars proves that content can be created on par with commercials that are created by big advertising agencies for millions upon millions of dollars. Tell me 5 commercials that aired last night that were significantly better than the Doritos commercial?
Technorati Tags: Doritos, Superbowl contest, commercial
The commercials during the Super Bowl were boring and without thought other than the Doritos spots. I actually thought the 15 sec promo for David Letterman with Oprah was the best of the lot. Of course with the NFL promoting themselves with the Chad Johnson Super Bowl party along w/ Martha, Beckham, Janet Reno etc.. was also very creative, but this was for a product that doesn’t need anymore promotional time. Heck we had NFL on TV from 11AM to 11PM depending upon the channel surfing you did. Bottom line is the commercials were horrible and I will stick to Mr Goodbar from now on.
David, I absolutely agree that marketers had a captive and incredibly large audience yesterday and for the most part, they failed miserably.
I liked Emerald Nuts and Robert Goulet, Blockbuster and that poor damn mouse, and Coke’s Rube Goldberg machine – none of which are products I buy but…is that what they’re supposed to make me do? I love user generated content – and Citizen Marketers – but I already buy Doritos.
I agree with you about the Doritos commercials. I ranked them as some of the best spots I saw during the game. I think the negativity is the result of a little bit of fear – fear that maybe marketers aren’t as high and mighty as they think.
Mike,
I think you hit the nail on the head. If a commercial by some young kids done for a total of 15 dollars can stand up against the multi-million dollar spots the big ad firms put together, I think I would be concerned as well. Thanks for commenting, your thoughts are always welcome.
Cord. I LOVE this commercial.
I think many ad agencies should be scared if they think they can just poo-poo this away like a bunch of in-crowd-high-school girls talking about the latest “below-them” fad.