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Are UGC Contests
Less Creative?
Most advertisers are running plain vanilla user-generated-content (UGC) contests - in the name of engagement.
Do advertisers and digital agencies lack the skill or intent to create interesting contests? By Kapil Ohri
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Co-founder & Director, Webitude President, Digital, Euro RSCG Creative Head, Digital, Rediffusion Y&R Business Director, Digital, GroupM
SUSHIL KUMAR
SUSHIL KUMAR
FOTOCORP
THE IMPORTANT POINT WHAT HAS TO BE EVERYONE’S PLAYING CONSIDER THE UGC-
IS THAT PICTURE AND CONSIDERED IS NOT SAFE BECAUSE THE BIG VIDEO CALLED ‘A
VIDEO UPLOADS OR WHETHER UGC CON- ‘O’ HASN’T HAPPENED HUNTER SHOOTS A
CONTENT SUBMISSIONS TESTS ARE CREATIVE YET. IF YOU COMPARE BEAR’ FLOATED BY
INVOLVING SHARING FOR THE SAKE OF SOCIAL ADVERTISING TIPP-EX, A BRAND OF
AND VOTING ARE BASI- BEING CREATIVE, BUT WITH TV, THERE’S NO CORRECTING
CALLY PROCESSES THAT WHETHER THEY ARE UNIQUELY INDIAN IDIOM. FLUID.
are used in any UGC activ- effective for the brand. Till that happens, it’ll It shows a hunter who is
Many marketers and digital surprised to see a bear appear-
ity execution. They are just a be the tried-and-tested.
agencies are guilty of mistaking ing at his camp. As he gets ready
means to an end and not the the medium as the idea. They feel Fortunately, the online to shoot, the video pauses and
end itself. that ‘YouTube is an idea’. It isn’t audience is jaded with the ask users to select if he should
UGC contests involving - it’s just a means to an end. If tried-and-tested, and is des- shoot it or not. The hunter picks
everyone includes YouTube in the up a can of Tipp-ex, blanks out
uploads or voting are popular perate for the strange and
interaction plan, it is the idea that the word ‘Shoots’ and asks the
with advertisers, consumers will make one brand’s message new. And I can see that hap- viewer to put in a word to choose
and social media agencies as stand out from the other. pening, though in small little the ending.
they are easy to execute and The problem occurs when islands like the Pink Chaddi I am sure this video campaign
marketers and their digital agen- is a result of deeper coordination
help brands to build recogni- campaign.
cy partners mistake the Upload, of will and skill. In India, adver-
tion and visibility faster. share, video, comment tools and I feel sheer numbers - can tisers are using tried and tested
In case of UGC, a brand related apps to be their big idea. only happen on mobile. models only to play safe. It is a
might need to go the extra These are common tools that will Unless the stakeholders in result of a lack of "will and skill",
apply to all interactivity. What but both can complement each
mile to create an environment digitally-driven agencies see
turns the interactive from mere other in driving innovative ideas.
to facilitate users’ creativity by action to real engagement and the value of creative and get A client might drive his digital or
providing examples, reference involvement is the quality of the out of lip-service mode, I social media agency up the wall
content or simple, do-it-your- idea backing is. don’t see much changing. to deliver a path-breaking UGC
Start with an idea that execution while the skill of an
self tools for them to exercise The great thing is there’s
addresses a real consumer need agency can motivate the adver-
their creativity. Therefore, or problem, wrap your brand a bunch of kids out there tiser to create will.
it is not the lack of skill or around it appropriately and you who are furiously working
intention, but rather the ‘nas- may well have a successful cam- on mobile apps for overseas
paign or contest.
cent’ nature of the medium clients. They will drive the
that is resulting in low-on- change and Indian advertisers
creativity programmes. will sit up and take notice.
4 0 afaqs! Reporter, September 16-30, 2 0 1 0