A few months ago, I covered Dell’s Green campaign called “Regeneration” which allowed community members to create their own art themed “green” and they were then given the opportunity to vote on which one was best. They turned over much of the marketing control to the community, while they become more of an enablement platform, rather than ‘forcing’ a message down their throat.
They’ve taken the next step by assembling some of the winning drawings and created an emebeddable flash player that shows the art work being created in time-lapse style. Yes, you can see how the engaged community of artists hand drew each of these ads. As I understand it, they are not paid, this is voluntary, in hopes of some prizes, and perhaps more importantly, recognition.
Now you should be sharing this with your creative team (see the initial case study) and start to think about how your brand can start listening to your customers –and allowing them to tell your story, rather than you always having to use a megaphone.
What could Dell do to take this to the next level? Integrate these final drawings in many different areas of the Regeneration campaigns, including TV ads, theme designed laptops and computers, and ultimately having a community created marketing department that spreads to other product lines.
James Gross of Federated Media, a social media interactive and conversational agency, had initially posted this on his blog.
Wow, awesome community driven content! How is Dell using the consumer feedback to change or redirect policy concerning customer support and or issues a consumer might be having? Is this particular medium for advertising/marketing alone?
Great post, thought provoking.
Tanya
User generated content is one thing. I believe the next step in ultra-relevant advertising is allowing individuals to select their own ads which they would like to see displayed. To your point, instead of companies using a megaphone to jam advertisements, let the users select which type of ads they would like to see. This gives the person a sense of empowerment and interest. The question becomes would this increase click through rates?… http://www.readtheanswer.com/index.php?RTA=web2
Rob
I think it™s interesting to note that the video showcases the winners of the second contest, not the first one. I hadn™t realized until I saw the first contest winners and noticed that they weren™t the same as those in the video. This second contest™s theme is What will a green future look like? And how can we go green now?
PS. Sorry for reposting. I managed to comment on your case-study post.