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November 23, 2009

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Geno Prussakov

This is definitely a good marketing technique to use, and it is great to see you bringing it up, David. What do you think the FTC's perception of such videos (and/or promotions of the video through the Social Medium) may be once their rules for disclosure of monetary connections kick in a week from now? It seems they may expect the endorser-sponsor connections to be revealed here as well?

Mike

Interestingly enough, this technique is not limited to ultra-cool places on earth and recreational venues. Kickfire's first video contest has generated several hundred votes in the relatively quiet b2b space for analytic appliances.

Matt_uVizz

There is no doubt that the contest model is very powerful and can produce great results. However, the big problem with it is that not everyone is rewarded for creating and spreading the videos. Even though they are promoting the brand, they may not receive anything for their effort.

That's exactly why we built uVizz (You Video Buzz). It is a platform that enables companies to reward their customers for creating and sharing brand videos. uVizz tracks each video view on social networks (Facebook, Twitter, MySpace, Bebo, Friendster), blogs, websites, and through email and instant messaging. When a company creates a campaign for their products, they decide how much they're willing to pay for a "unique video view". This is the first time someone watches a video. When a unique video view occurs, 70% of what the advertiser is paying is given to the video creator (50%) and the person who shared it (20%). Yes, we even reward the people who share the video. While video creation is very important, so is the delivery. The uVizz model guarantees that everyone is rewarded for their roles in brand promotion.

If a company wants to offer additional incentives (prizes, payment for approved videos, banner clicks etc), they can, but it is not required.

We just launched uVizz a few months ago. If you want more information, check out www.uVizz.com .

David

I agree with Mike's comment -- the creative applications of user submitted video are limited only by your imagination, and can work effectively in B2B. I created the following short "ASR 9000 in Scotland" video for the Cisco "Prep the Net" campaign.

http://www.youtube.com/group/prepnet#p/a/3/w4mOxBPiN_A

Frank Strong

It's a lovely think if you can make that happen. The skydiving industry has a slightly different take -- they've been getting people to pay them for videos for years. What's the first thing those paying customers do with those videos at home? Post to YouTube and Facebook (among others). Its ingenious!

When viral can work marketing work: http://bit.ly/6NjbZN

David Meerman Scott

Thanks for your comments and for submitting these other examples! David

David Huffman

I work for a proprietary broadcasting program and we are currently doing this with area high school broadcast programs to help foster interest in our program.

Our first year was unsuccessful to say the least. The contest was packaged all wrong (pegged "The Spotlight on Education" contest) and we only received two entries.

This year, we repackaged the whole deal to be more fun and engaging, named it the "Create a Trailer" contest and changed it up so people could create 60 second movie trailers highlighting their own school/football program/etc.

And we've had over 50 entries so far...

I guess we've actually used it in reverse. Instead of highlighting our company, applicants actually get a chance to brag about themselves...but it's all in the name of our company and it's further putting us out there as a leader in broadcast training.

We've already generated some enrollments from it.

Kim Crystal

How clever. There's nothing like getting the public to create your advertising for you.

Mason West

Hey, David. What are your thoughts on trying to incite social activity around a brand without a contents, but on its own merits?

We try and create campaigns that have just enough fun and excitement in them that people want to sign up on their own.

Here's a recent example we created for a traditionally overlooked technology:
http://www.youtube.com/prepnet#p/a/0/STdbQz3yAOw

David Meerman Scott

Mason - Of course that's a subject I've studied and written about for years. "World Wide Rave" is my most recent book about it. Contests are a subset of the process of creating something online that people are eager to share.

Krista

Excellent example of how the Social Web really works. Kudos to Jon and Boreal for implementing and activating a great contest!

Fred Meek

That is a great idea, now I need to think of a Video Contest for my site. Thanks for the great info!

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