The campaign for the upcoming animated flick Doogal takes user-generated marketing to new heights (or lows). A print effort links people to doogalmovie.com/coloring. Under the premise that "Dogs are colorblind," the site asks for help -- presumably from the target audience of children -- coloring a black and white ad they can download as a PDF. Once the coloring-book-style ad is colored, folks are asked to mail it to the Weinstein company in New York. The winning version will be used as the opening day newspaper ad for Doogal.
Now I've heard of getting fans to create our advertising for you, but using child labor? On the other hand, it's awfully interactive... (And perhaps the only practical approach when your target audience can't yet use a keyboard and mouse.)
UPDATE: Oh, and there's an online matching game just announced, too.
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Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.
March 19, 2014