If It's So Easy Why Not?
Warning this is the first post so take it easy I'm learning. Atlanta virtual ad firm ViTrue has come up with a way for consumers to post video like YouTube and develop their own commercials. Is it really that easy? Can consumers define your product the way you want it to be defined? Are we all wasting our time working on brand development spending thousands of dollars determining what promise we want to be conveyed for the next generation? Is guess some think it is. Raving Brands, owners of Moe's and the rest of the stuff next to Moes in a shopping center has signed on with ViTrue. Winning ad gets a staring role as well as Moe's for life. Knock yourself out. The promise ViTrue is delivering is cheap advertising production from real consumers. And with the grand prize I think Moe's went for the cheap more than any thing else
ViTrue has a very interesting idea. The ease and accessibility of video makes it the ultimate consumer tool. I have used consumer video for years as a way to show has communicated to a market. You can get a lot more from this than a traditional focus group. Overall I think the success will depend on the passion of the category and what the client defines as his objectives with the medium. Great opportunity for the web but I wonder about traditional media. You can look at successful campaigns like Vonage (using AFV tape in association with Getty) or even the Ice House Campaign using consumer videos. Both sandwiched the consumer video with messaging and quality production.
I go back to dog training on this one. If you are going to have to feed it for 10 years why would you look for a cheap breeder. The dog is the cheapest part. Production is the cheapest part of traditional media. If you are running any sort of weight go ahead and make it look good.
Comments