Are my fellow industry members going to be out of a job in the future?? The rise in user generated advertising – ie. encouraging a brands users to create and develop their advertising is rising! Recently, Sony ran a competition with the launch of their Alpha A100 camera to encourage budding photographers to submit their photos to the Sony gallery, of which the best photo would feature in the Sony advertising.
The campaign was incredibly successful reaching over 3,000,000 people and
achieving click through rates (CTR’s) 4-6 times the Australian average. In addition, the average website view stay time hovered around 13minutes with 35% of visitors submitting their photos!!
So what do all these analytic measures mean? Well, a fantastic result backed off a shoestring budget! More and more we realize that by throwing ‘dollars’ at your advertising problem won’t necessarily sell products or change opinions – campaigns that rely on creativity and uniqueness along with user interaction is what get’s people hooked!!
