Usertising Trickles Down

Usertising (user-generated advertising) is rapidly trickling down in the wake of February’s Super Bowl crescendo. Doritos and others scored big-time by featuring usertisements during the big game, and now other marketers are looking to get in on the action.

Mr. Clean and Accuweather are among recent brands to mount video contests, for example.

These more recent efforts lack the spectacular venue presented by the Super Bowl, and perhaps should be thought of more as viral campaigns than as usertising per se. Even so, such follow-on efforts point to a trickle-down effect promulgating from Super Sunday’s hoopla.

As reported in our sister blog, Usertainment Watch, post-game tracking showed that Super Bowl usertising performed well. But the latest examples, lacking the glitz and huge audience commanded by the Super Bowl, would appear to be on less certain ground.

At this stage, perhaps, usertising is less like the crisp play-calling of football and more like free-form rugby.   

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