The changing facing of the internet is being driven by user generated content and the technologies that facilitate this new form of free expression. Yahoo!, the world’s largest search portal, is embracing the new consumer generated phenomenon to develop their next advertising campaign.
Yahoo! has put the call out to it’s users to submit their ideas for the search icons next range of advertising. Whether you’re a budding film maker, someone who thinks they have a flair for ad creative, or just plain crazy with a handicam, you have the chance of shoot the next range of Yahoo!’s video ads.
User-generated ads are not a totally new concept, with Chevrolet testing the idea for the release of a new SUV model recently. While their effort generated an overwhelming response, it also highlighted the pitfalls of letting the public have their say. A legion of anti-SUV activists used the opportunity as a chance to voice their concerns and led to the eventual removal of the website.
Yahoo! bosses are obviously confident in the satisfaction of their users.
“Any advertiser or business that isn’t maximizing the power of what users have to say is crazy…The brand belongs to the customer. Who better to express what we’re all about than them?” said Company Vice President, Allen Olivo.
While Yahoo! suggests that anything goes with the videos, entrants must adhere to the company’s usage rules and not contravene any copyright laws in the video production.
To get the ball rolling, students from four arts schools were asked to generate videos scripted by OgilivyOne, Yahoo!’s advertising agency. To see some of the first videos visit video.yahoo.com.
So are you the next Steven Spielberg or just an annoyed customer waiting for you chance to screen your opinions? Either way, if you’ve got a video camera, then start shooting. Time will tell whether Yahoo!’s embrace of user generated content will create ground breaking advertising or just a spate of funny home videos…