User-Generated Content is like a picnic!

There are many ways of engaging online communities by allowing users to create value for other members. Companies can create online platforms where users can give support, build relationships, and engage in transactions with other users. However, more and more companies are engaging in user-generated content (UGC) campaigns.

In Australia, Cadbury found an amazing way of using UGC to promote their Picnic Candy Bar brand. Visit the “It’s no picnic” website. In order to raise awareness for Picnic bars, Cadbury challenged Australians to go to their website and create a video of themselves trying to eat a Picnic bar in 30 seconds. In return, participants get a chance to have their ad appear on television.

Below are 2 reasons on how Cadbury effectively organized the campaign:

Ease of Participation

Cadbury makes it easy for people to participate in the program. They only need to eat a candy bar in 30 seconds and say “Picnic. It’s no picnic!” at the end of each ad. Participants then get to choose from 50 pre-made voiceovers to match their ad. Therefore, anyone with a computer and webcam can easily join in the fun.

Online and Offline Integration to Maximize Shareability

Cadbury effectively integrates both online and offline channels to increase the shareability of the campaign. Contestants with chosen ads are notified in advance when their videos will be aired on television. Therefore, the contestants are likely to invite their social network contacts to view their ad on TV. Also, the reward for the contest itself (television appearance) is self-promoting.  People who have never heard of the campaign through online channels are likely to become aware of the contest once they see the commercials on television.

Conclusion

User-generated content campaigns don’t have to offer expensive prices to attract participants. It just has to be simple and something everyone wants –  which is to appear on TV!!!

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