User generated content (UGC) can be defined as “any data or media that is contributed by individual users of a website” (Dictionary.com, 2014). UGC refers to any content contribution made by a user for the purpose of being provided to a brand or company. UGC campaigns are those in which companies encourage fans to contribute content, which is then used by the company for marketing purposes. With more and more companies seeking out UGC from their customers, fans, followers, etc, there are abundant opportunities for users to contribute to campaigns that have been launched by their favorite companies. “The growing popularity of media-based social networking sites is forcing marketers to find new ways to reach out to customers” (DeMers, 2014). Marketers have leveraged emerging media by launching UGC campaigns.
What does this mean for the user? Consumers have the opportunity to voluntarily increase their level of engagement with the brands they support.
What does this mean for companies? Companies have the opportunity to better understand their consumers, while also receiving submissions for content, rather than creating all content their own.
Disney recently launched the “Disney Side” campaign, encouraging fans to “show their Disney side”. The campaign integrated the use of many media platforms to get loyal fans involved. Take a look at the video below to see how Disney utilized Vine as a platform for their #DisneySideContest:
For some more examples of UGC campaigns, check out these 10 campaigns:
http://www.postano.com/blog/10-great-examples-of-user-generated-content-campaigns
What are the drawbacks for companies that use UGC campaigns? What are some of your favorite UGC campaigns? Have you ever contributed to UCG campaigns?
Michelle
Forward Thinking 