More Indian companies are joining the social media bandwagon and engaging the consumer like never before. Kingfisher for one, has launched "Be the next official Kingfisher Ad Director". All you have to do is create your Good Times Commercial, upload it to any video sharing site and share the link on the Kingfisher site.

This is a fantastic attempt at consumer engagement & content co-creation through crowd sourcing (2 birds or rather kingfishers with one stone). The winning ad will be the official ad of Kingfisher and will be aired on TV with due credits to the creator, but no great moolah to attract the really creative guys. The hype they manage to create around this concept will be a key determinant for success.

Do you think that this can succeed without the moolah? Would you enter without a monetary gain at the end of it?

 


Comments

Nirav

Sun, 31 Aug 2008 10:39:10 pm

I wouldn't, but I am sure that people who are serious about making a career in advertising definitely would. So, yes, I think it can be successful without the moolah too

 

Ishwar

Mon, 01 Sep 2008 8:57:47 pm

Agreed I think it can work too. Just needs hype, PR, marketing spend and many more bloggers talking about the initiative. But if this initiative is adopted by other firms and it becomes common place, I see money playing a huge part in driving participation

 

Anupam

Thu, 29 Jan 2009 6:15:30 am

Great initiative.Here what i believe is, the objective of the Ad is to create a Hype in online media space.

Now what is important here for kingfisher is the marketing of this initiative. Frankly speaking this is the first time i am looking this initiative on this blog.

I believe that Kingfisher has to target this initiative to prospective buyers. I mean u can't target the whole population.

you can go to colleges, management institutes etc. etc.....

 

Ishwar

Thu, 29 Jan 2009 8:55:44 am

@ Anupam. Agreed - getting the word out and getting more people participating in this is the key challenge.

 



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