During this past year’s Super Bowl, Doritos aired commercials created by the public. It was the reward for a contest sponsored by the snack company wherein average joes were the ones responsible for creating the commercials. And based on an article in USA Today, it seems that other companies are joining in, giving the public an opportunity to make their own comercial and see it on television.
This type of strategy makes considerable sense considering the plethora of video sharing sites on the net today. Now more than ever, everyone (thanks to the internet) has a voice and can share their creations with the world. Companies aren’t complaining too much either. Through such contests they are able to advertise their brands at a fraction of what it would cost to hire a production company. However, there is considerable time investing in wading through all the entries to find the best one.
Where does it all go from here? How will this impact television advertising in the future? Will production companies someday be obsolete? Doubtful, but this entire experiment shows just how pervasive video is in our world today and how, when used well, can make it’s mark in our culture.
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