It's often said that consumers own the brand in the digital age.
And indeed, in my book THE ON-DEMAND BRAND, I talk about the importance of emphasizing what I call the P.O.S.itive - making experiences Personalizable, Ownable, and Shareable.
The effort here was not a sanctioned initiative. It is just a particularly side-splitting example of how superfans working their magic - a notion that brands find both horrifying and promotional gold.
After all, you aren't anybody until you're getting spoofed in viral videos - or a SNL skit.
Is your brand ready for this kind of mischief?
Read more about the video, here.
There has been a lot of conversation recently about brand safety, white/black lists, and specifically about being able to identify certain types of content like mature or illegal. One group of content advertisers are very interested in identifying and avoiding is UGC.
I think we can all agree that UGC is more risky to advertise on then non-UGC due to the nature of the content and human expression. I can see why further segmenting Moderated UGC as an approach to identifying better quality UGC content is desirable to some. Unfortunately, in practice it doesn’t work. Blindly targeting ads to moderated UGC environments gives advertisers a false sense of security.
Take a look at the terms of service of some of the top content sites on the internet and you’ll start to see some commonality in how many of them address their responsibilities in moderating content that is posted by its users:
“While we do not and cannot review every message…” and “Although we strive to maintain high standards for this Site…” or “Although we have no obligation to screen, edit or monitor…”
The problem for sites is that although they have best intentions to moderate and police the content posted on their... Read more