Advertising Age - Digital - Video Report: The Role of User-Generated Content in Advertising
Cheryl Guerin, VP-promotions and interactives, MasterCard International:
Recently, MasterCard ran a fairly structured, fill-in-the-blank consumer-created "Priceless" campaign. And even within the structure of the program "we were hard-pressed to find a lot of good ads," she said.I guess I can understand this. There is a lot of dreck on YouTube. There is also a lot of dreck released as advertising campaigns on TV. I believe that, if UGC is refined by technology and edited by professional videographers, you might be amazed at what develops.