Home  › Media › Video

Consumer-Manipulated Content

  |  February 10, 2006   |  Comments

Letting consumer creativity run wild -- with your content.

 

As I listen to Bootie's latest mash-up (define) compilation CD, I realize the concept of the audio mash-up is really nothing new (and certainly not kosher with the Recording Industry Association of America). Yet I'm still entertained and impressed by the sheer creativity of it. Though the audio mash-up has been around for years, the last year or so has seen the dawn of a popular new variation: the video mash-up.

With professional video editing capabilities affordably put into the hands of consumers, we're seeing the level of creativity the audiences we've been trying to reach are capable of.

With the likes of Machinima (video game footage meets scripted entertainment) and "Brokeback to the Future", professionals and amateurs alike have are manipulating existing video content to their liking, creating uniquely entertaining variations, making something old (or just already seen) new again.

As I was watching the "trailer" for "Brokeback to the Future," something dawned on me. Though advertisers have dabbled with Machinima (and some would say, perfected it, as with "God of War" on Heavy.com), we have yet to see an advertiser truly let its video content loose on consumers, letting go enough to give consumers a fair amount of creative control.

We've seen advertisers do it themselves, with varying degrees of success. Nordstrom's SilverScreen mashes up old music videos with fashion. It's a questionable execution of a potentially good concept. It just seems forced. The real magic happens when consumers take their own shot at manipulating content.

Robert Ryang's "Shining" trailer is brilliant. It is a new take on something audiences are familiar with and makes it something completely unexpected. The "Brokeback to the Future" trailer is brilliant as well but stands out for another reason. The source film, "Brokeback Mountain," is still in theaters and will benefit from any additional exposure. As "Brokeback to the Future" and similar "Brokeback" mash-ups and knockoffs blaze their way around the Web, they no doubt helps raise awareness of the film, further establishing the cultural Zeitgeist.

In reality, this phenomenon, as it relates to "Brokeback Mountain," is a happy accident. But what if it could be wielded by a savvy marketer? What if this marketer were willing to give her content to consumers and let them run wild? A 2006 Budweiser commercial mashed up with one from 1976. An iPod commercial mashed up with the famous "1984" TV spot. But with consumers actually doing the work. They've got the tools (QuickTime, iMovie, Windows Movie Maker); they've got the place to show off their work (YouTube, MySpace). All they need are the right ingredients (and permission, without fear of prosecution) to let their creativity run wild -- with your content.

This re-imagining of existing assets is a natural extension of word-of-mouth marketing. It's "consumer-manipulated content." My challenge to advertisers is one of risk/reward. If you're willing to take the risk of opening up your brand to interpretation, you may be rewarded by consumers embracing the opportunity.

Meet Ian at Search Engine Strategies in New York City, February 27-March 2.

 

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Ian Schafer

Ian Schafer, CEO and founder of Deep Focus, consistently redefines the way entertainment properties are marketed online. Ian founded Deep Focus in 2002 to bring a holistic suite of interactive marketing and promotional solutions to the entertainment industry. The company's clients include America Online, Dimension Films, HBO, MGM, Nickelodeon, Sony/BMG Music, 20th Century Fox, Universal Music Group, and many others. As former VP of New Media at Miramax and Dimension Films, Ian was responsible for their most popular online campaigns. He's been featured as an expert in online entertainment marketing and advertising in numerous media outlets including Variety, The Hollywood Reporter, Advertising Age, and CNN.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...