I find it interesting that it has become increasingly more popular for companies to look for new ideas from the very audiences they are advertising to. The popularity of reality television has created a feeling on the part of the audience to participate in shaping brand campaigns and products they'll be using.
A recent example is Crest and thier campaign for a tagline for their line of whitening espressions toothpaste. They've created a You Tube contest where people can submit a clip where they perform their best tagline and the top pics will go on to an Americal Idol like final competition. People gobble this stuff up and Crest's marketing firm has essentially created a campaign that creates itself, which keeps costs down and builds a stonger relationship between the public and the product brand.
Check out the article.
Do you think this type of marketing is a good idea?
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I just hope whoever wins gets compensated with a LOT of money. People are such suckers for a few seconds of fame.
As backwards as their approach sounds, you can't deny it's a pretty good idea.
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