I’ve been waiting for the brands dabbling in user-generated-advertising to open themselves up to the public in a less controlled way. I think it’s a risk some brands need to take (I’m looking at you Chevy). Companies are appealing to 18-34’s desire to interact, but I think as teens accustomed to loads of information and social computing start moving up into these age brackets, we’ll start seeing demand for a more open, unedited communication in these types of campaigns. It’s already starting (and I believe working), actually.

Most recently the campaigns by Mastercard and Converse among many others have been really great at involving brand fans and getting attention, but these are essentially very elaborate, multi-platform interactive contests. What gets shown to the public is very controlled. What i’m waiting for is some honest interaction thrown into the mix. How confident of a gesture is that?

I’m pretty sure Nike isn’t going to edit negative comments about it’s products made on the new Joga online community it created with Google. Sure, comments made on the service might not find their way into mass distribution via YouTube, but it’s sort of about the principle.

I think everyone has heard a lot about the Chevy Tahoe campaign (New York Times, CNET, blogs). There seems to be about a 50/50 division between those that think it was a failure or a success. Personally, I am now twice as likely to buy a Chevy (I wouldn’t buy an SUV) than I was two weeks ago. To be honest, there’s still a pretty small chance, but that only speaks to the fact that Chevy wasn’t even on my radar before. And for SUV fans? I think they’re up for a good debate, frankly. Everyone knows SUVs are bad in a lot of ways. All of a sudden, Chevy has a credibility edge by way of honesty.

Posted by chet