Good use of user generated content

Over the past couple of years, the importance and advantages of user generated content have captured the attention of eyes around the world including companies and private individuals. The term refers to refers to various kinds of media content, publicly available, that are basically produced by end-users. It is used for a wide range of applications including problem processing, news, gossip and research. Among the types of uses for UGC include all digital media technologies such as question-answer databases, digital video, blogging, podcasting, mobile phone photography and wikis.

Apart from individuals posting their thoughts, insight, and creativity, companies are also using website like linkedin, facebook, and twitter to generate advertising buzz around their products and services. One company that has gone a bit further is Unilever, which is experimenting with crowdsourcing for ads on an unparalleled scale.
Keith Weed, the company's new chief marketing and communications officer have started a global initiative last month to source consumer-generated advertising content. Basically, this initiative is geared towards film-makers, not your typical everyday consumer, to make videos of any of Unilever's 13 global brands with the goal of finding content that can run in multiple markets and either on TV or online channels. Their products include some of the biggest consumer goods in the market such as Ben & Jerry's, Close Up, Dove, Lipton, Sure, and Vaseline. While the company's aim is not to get millions of people creating ads for the company, Weed is looking for entry numbers in the hundreds that can help the firm tap into a film-making audience to give them visibility and enhance their careers while producing great advertising for the company at the same time.

This is a great use of user generated content by a multinational company that can help them create marketing strategies at a fraction of the cost. It not only allows them to find exceptional talent in advertising medium, but it also helps build brand equity to the thousands of people interested in the event. While the idea can have some negative appeal included such as the content not being in sync with the company values or particular ideas, it presents a creative way that companies can take advantage of this technology and produce great results at an affordable price.