Saturday, September 26, 2009
Pepsi and Will.i.am team up for a social networking experience
Pepsi is providing us with a really good example of consumer generated advertising (cga) with its new campaign from Will.i.am and LMFAO that allows consumers to remix different music segments and to post them online. While the general concept of participatory advertising is no longer new, we can see that the levels of engagement continue to increase as marketers find more creative ways to bring consumers “into” the brand and to place the brand “inside” consumers. In the process of creating their own mixes, consumers also join a community through collaboration and sharing; yet another twist on Web 2.0, social networking. The level of complicity on the part of consumers—in other words, their willingness to participate in marketing schemes—is unprecedented. Check it out on YouTube and let me know what you think!