user generated content

LEGO Happy Holiplay

on February 6, 2013 by Martina Comments

When creating a campaign that relies solely on User Generated Content it’s always a delicate balance of how much the brand should be present. The second challenge is to create a framework in which people have the freedom to create and feel inspired to do so. If you have the guts to keep the branding to a minimum then it’s actually quite simple, but we’ve seen many, many brands fail at this. Well not in this case. Read more…

File under: denmark, lego, user generated content

Dunkin’ Donuts Instagram contest

on October 31, 2012 by Martina Comments

Dunkin’ Donuts is currently running an interesting social media activation that encourages consumers to interact with the brand in a simple yet creative way, using the coolest social network of the moment: Instagram. The challenge is pretty straightforward: how would you dress up your Dunkin’ Donuts cup for Halloween? Users are encouraged to decorate the cup with a costume and then share a picture on Instagram using the hashtag #DresseDD for the chance to win a gift card. Read more…

File under: Dunkin' Donuts, instagram, user generated content

Absolut Colors of “coming out”

on June 21, 2008 by Martina Comments

Sometimes you have to be a bit drunk to be sincere, to say what you really think or to unveil something about yourself that, when sober, you’ll never dare confessing. After this short preface, you will probably understand why I can’t help smiling looking at the new Absolut Colors website that celebrates the rainbow flag and invites users to come out online and share their story on the site itself.

Actually Absolut Colors project is very serious (and this is why I don’t fully understand/appreciate the coming out feature on the site) and aims at raising money to support Aids charity associations by selling a limited edition bottle that reminds of the rainbow bottle.

So it’s good to see Absolut supporting gay & lesbian rights as well as AIDS prevention however, from a purely marketing perspective, I don’t like the fact they have forced a space for user generated content on the site. Which, by the way, at the moment looks still pretty empty.

File under: absolut colors, user generated content

Ray-Ban, Never Hide

on March 15, 2007 by Martina Comments

Ray-Ban, the brand producing the coolest shades in the world (I’m talking about the Aviator model, of course), has just launched a massive global marketing effort (20 countries are involved) to target the young, brave and nonconformist consumer. Never Hide is the claim of a campaign that will (of course) include a touch of consumer generated content. Never Hide in front of 100 million people, submit your photo on the Ray-Ban and get your 15 seconds of fame with your photo shown on a huge billboard in Times Square. The idea of showing a consumer’s photo in Times Square isn’t new (GE Healthcare, for example, already did it last year), but in this case the campaign what impressive if the magnitude of the effort: in Times Square there are now 12 screens ready to display your face to the world. Of course, they will do it only if you’re wearing Ray-Ban shades!

File under: ray-ban, times square, user generated content