Posts tagged “ugc”

ChittahChattah Quickies

  • The McGangBang: a McChicken Sandwich Inside a Double Cheeseburger – (via Kottke) Another awesome example of customers co-opting (or trying to) the corporation. It's a user-generated menu item and people are trying to order it by its (rather unpalatable) name and then documenting the results. Like the obscene Skittle comments on Twitter, this is people taking a brand (and an experience) and playing with it. And then using the Internet to bring energy to that small piece of celebratory rebellion. If we ever needed another example of the brand being created by the customers not the producers, this would be it.
  • Chinese Internet meme about Grass-Mud Horse is a form of social protest – An online phenomena features a mythical character is built on the name – in Chinese – sounding close to an obscenity, but presented as an innocent song (with some fable-like plot twists) that the censors (so far) can't/won't remove. “Its underlying tone is: I know you do not allow me to say certain things. See, I am completely cooperative, right?” the Beijing Film Academy professor and social critic Cui Weiping wrote in her own blog. “I am singing a cute children’s song — I am a grass-mud horse! Even though it is heard by the entire world, you can’t say I’ve broken the law.”

User-Generated Content/Participation and MacWorld

Drawing on the participation trend at MacWorld, maybe tying into to the creative and community brand attributes of Mac.

Scribbling all over the box constitutes a casemod? Maybe that’s a stretch, but it was popular.

The company is Mophie, the concept behind these concepts is the Illuminator. People submitted ideas, voted on ’em, and the top three are actually going to get made by Mophie!

Speck was asking people (kids?) to create a new case design, although any prizes were strictly random.

Should you?

Granted, the blog is called Outside Innovation but stuff like this cracks me up…

As we move towards the close of 2006, you should be asking yourself “How can we take better advantage of user-generated content in 2007?”

viral user-generated meme content goes mashup

The Chron gets on board with the whole viral-meme-user-generated-content thing. At least in their articles.

The SoaP meme began, as most great things do these days, with an individual blog entry. Screenwriter Josh Friedman recounted his adventures with doctoring a script for a movie about — why not? — snakes. Snakes on a plane. Snakes on a plane with Samuel Jackson. Could it get better? It could not, reasoned SoaP fanatic Brian Finklestein, a law student at Georgetown University who started last year as part of his quest to be invited to the movie’s world premiere. His blog has since morphed into SoaP central, gathering news, rumors and the latest spasms of SoaP-inspired creativity.

While appreciating his efforts, New Line has kept its corporate hands to itself. ‘They’re excited about what’s going on online, but they realize if they get involved directly, the organic, spontaneous feel will be gone,’ Finklestein says. ‘A lot of what’s fun about this is that people are doing everything on their own. If the studio became involved, it would lose whatever charm and cache it has. I’ve gotten phone calls from marketers asking what they can do to make this work for them. The answer is that there’s not much you can do — except not sue your audience. The music industry can learn from this.’

Very well put. For a more in-depth exploration of this type of approach, check out Rob Walker’s classic article about Alex Wipperfurth and the letting-things-be-what-they-are marketing for Pabst Blue Ribbon. Walker, by the way, who writes the Consumed column for the NYT magazine, now has a blog.

By the way, User-Generated Content is now referred to as UGC (or so I read in Media magazine), and Snakes on a Plane is now referred to as SoaP. How cool(?) is that!


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