I've blogged before about how I think consumer-generated advertising is a flash in the pan, and it looks like the venerable NY Times is ready to back me up. In today's article, The High Price of Creating Free Advertising, Louise Story reports on the Heinz ketchup contest currently running on YouTube.Shockingly, the American public is not creating the caliber of advertising brand managers are used to seeing from their ad agencies. The average joe with a camcorder is on a mission to amuse his friends and hopefully score a cash prize, but he doesn't have access to the high-end equipment, lovely models, food stylists and location shoots that make traditional commercials look good. Never mind throwing strategy to the wind.
Instead, Heinz is spending an arm and a leg promoting a contest that is netting them images of consumers brushing their teeth and shaving with the famous condiment. And now they've got to wade through the drivel and find a few entries worthy of showing on TV (which will cost money too).
Want to see exactly how bad these entries are? Check it out.
