A few years ago consumer generated ads were all the rage, with some companies running contests and even airing winners on the Super Bowl. Then the fad died out, presumably because the effect on sales was negligible. And quite honestly, none of the ads were as good as those done by professionals. Gee what a surprise.
So when Ford announced their new "By Design" campaign, I couldn't help but wonder what they were thinking. At least the student I knew who participated in Heinz's contest bought one bottle of ketchup. What exactly does Ford expect to happen here?
Participants are asked to select a city and car to feature. Once submitted, the billboard will be displayed along with the artist's name and hometown. When the ad goes live, the creator gets their 8 second of fame, and a "selfie" of their work to send to all their friends and post on social media. (Greenberg, 2015)
So, I guess this is at heart a word-of-mouth campaign. But will it work? Would you create a billboard and send pics of it to your friends? Do you know anyone who would? Presumably the target is Millennials where the target for the previous self-made ads were Gen X. Do you think this will impact the success or failure of the campaign? How?
Greenberg, K. (2015, December 8) Ford Lets Consumers Design Billboard Ads. mediapost.com. Retrieved December 11, 2015, fromhttp://www.mediapost.com/publications/article/264223/ford-lets-consumers-design-billboard-ads.html?edition=