Doritos is running a series of TVCs in Australia to induce some User-Generated Content (UGC):
Creators of Natural UGC are users who selflessly share their love for a product are entirely credible while advertisers are not.
By comparison, Induced UGC is what’s generated when companies seek UGC by offering inducements – prizes or offers of recognition. Given the benefits of Natural UGC, it’s clear to see why Induced UGC’s of interest to a corporation – it also allows for a sense of involvement, connection and collaboration between brand and user. There are problems, however with Induced UGC:
Credibility is lost the instant you offer a reward – love and money don’t mix well.
“Sheer joy” simply doesn’t apply to most products, in which case an Induced UGC campaign is probably a meatball sundae. (The solution isn’t to reverse engineer passion for your existing brand and products, it’s to make your brand and products worth being passionate about.)
Most Induced UGC campaigns attempt to have two bites of the cherry:
1) kudos from everyone (users and non-users) for running the campaign/competition, and?
2) kudos from the UGC generated.
I suspect that many campaigns would have more impact if the campaign was run privately with their tribe of customers and non-customers saw only the end result, the UGC?that invites them to join the tribe as well.
If marketers sell stories, selling the story of “we can’t think of a reason to buy Doritos – can you help us?” is dangerously poor. If Doritos marketers have identified that their 16-24 year old demographic wants ‘belongingness’, this is a call to belong to … nothing.
The all-too-common ad storyline of ‘ad people making an ad’ is self-indulgent – advertising creatives need to create stories that prospective customers relate to, not ones that remind them of bad days at the office. At the very least they could have made a TVC about teenagers making their own Doritos ad, selling both the competition and the bigger Doritos story in one hit.