So here's two ads I want you to watch.
And now watch this one.
So tell me, what's the difference?
Well, the first one is made by a student, Nick Haley, on his MacBook and uploaded onto YouTube. The second one is Apple collaborating with Nick to create an ad campaign that they actually ran.
I can't find the ad that Apple had prior to Haley's interpretation, but let me tell you, it was a bit bland.
But this is a great example of a brand collaborating with a consumer, listening to what he had to say and taking it on board.
Unfortunately, this cannot be said about all brands. Saw this ad in a recent episode of the Gruen Transfer.
Like Will said, Coles went about removing this ad. Which is funny, with their whole aim at trying to engage with their customers via social media.
Consumer Generated Content is something that has blossomed with this whole media age. We are given more tools and the creative ability to convey our thoughts and feelings. Instead of simply going onto a brand's FaceBook page and writing a complaint, they can get their voice heard in a differently light, possibly reaching more viewers if it were to go viral. Or by writing their own views and opinions in blogs.
So how should brands deal with this? I think that brands should not stop it. Stopping people from engaging in such forms of communication would be them trying to stifle our new found power and pushing us back into the previous period where we, as consumers, were being subjected to being told what to do.
Brands should learn to embrace this kind of communication, whether it be good or bad. Take it on as a form of feedback.
So tell me, what are your views on this? How do you think brands should approach negative consumer generated content?
RANDOM!
I'm sure most of you have already noticed, but Blogger has updated their layout, theme, EVERYTHING. Right now, this page I am typing on looks so different from what I am used to. I noticed along the side that they also have a 'Location' option.
What is up with knowing where I am?
No, I am not in Caulfield right now, but that's cause I don't want people knowing where I live! I just wanted to see what it would look like on ze blog.
September 1, 2011 at 7:24 PM
Apple has a very controlling branding guideline in how the position display and present themselves. This is pretty clearly shown in the second video where they put a bit more emphasis on the features by really letting them play for a few seconds and doubling up the messaging through both the icon and the action to really present a clear message.
As for the Coles ad, it is difficult for companies to stand back and take a beating like they are in that. You've really gotta ask yourself how they could have better reacted to it. There were two ways they really could have dealt with it:
a) Ignore it altogether and hope it goes away (not a sure result as there is always the chance that it will go viral irrespective and doesn't defend the brand image).
or
b) Create a video in reply to it displaying the positive impact and qualities of the company. While not placing it as an outright message against the original video, it allows them to respond in manner that isn't challenging or making it seem that the original video was an issue, they move above the issue.
I find regularly that if you emphasise the positive of a brand and their products that often the negative aspects of them got overlooked or ignored. (Apple is a really good example of this!)
September 1, 2011 at 8:57 PM
As @Matthew says, Apple have done really well in this example to embrace a fan of the brand and work with him to improve his work. They really had no other option, because removing his ad would potentially alienate him. Embrace your fans, and they will become advocates for your brand.
By the way, great "impact" to have Matthew Perkins commenting on your blog! :)
September 1, 2011 at 10:23 PM
Thanks Wags! I'm gobsmacked! I've been trying to get my friends to comment with no luck!!
I agree in regards to Apple. I've always viewed them as being more technologically savvy and a bit more updated in regards to where the internet and marketing is heading. I see other companies try and embrace it, but when something comes along that doesn't sit well with them, they retaliate.
Also Matt, if you ever come across this again, just wandering how you came across my blog? :)