Generate This!
Elf Yourself is back. The now-classic viral site sponsored by OfficeMax has returned for its fourth holiday season, and it’s gotten me thinking about user-generated content.
The quick-and-dirty platform for turning yourself into a ridiculous dancing elf is allegedly the “most popular viral experience in web history,” and I’m fairly confident that claim isn’t too far off base. OfficeMax reported over 41 million elves created after their first year of “elving.” This year, to promote more sharing, participants can now share their creations with friends via Twitter and Facebook. Oh joy!
Ostensibly, dancing elves have little relation to office supplies, but does that matter? OfficeMax has clearly hit upon a successful formula for attracting a massive audience and getting them to create content. Most marketers would drool at the chance to engage with tens of millions of people and (bonus!) entertain them. And OfficeMax claims that 40% of people that elved themselves associated the experience with the company. More than 30% said it would make them more likely to shop there. Compare that to a traditional banner ad campaign, and you can see easily spot the better ROI.
Of course, developing a great UGC-based campaign is easier said than done. There is no magic formula, but there are a few important elements to consider:
Ease of participation:
Can the average non-tech-savvy consumer figure out how to register/create/film/upload/etc.? Elf Yourself is a prime example that’s been repeated countless times (e.g. Terminate Yourself , Simpsonize Me, Mad Men Yourself. Universal McCann’s Wave 3 report claims that sharing photos is the number one way that web users share content online. It’s worth keeping in mind.
What’s the reward for participants?
It doesn’t have to be strictly monetary, although if you’re asking your audience to undertake a major production, some kind of reward is good motivation. Ford gave their 100 agents free Fiestas in exchange for documenting their experiences. 34,000 people uploaded video resumes for Tourism Queensland’s “Best Job in the World” – living on an Australian island and blogging about it. But for something that requires little time commitment, like Elf Yourself, a good laugh might be sufficient.
What’s the reward for the contest sponsor?
Getting your audience to essentially produce a commercial for your brand a la Doritos will save you production costs (although, with $5 million in prize money, as in Doritos’ case, savings probably aren’t the point), but what are you trying to achieve? If you’re a brand that’s thinking about investing in a campaign utilizing UGC, first determine if it makes sense given your goals and what you already know of your target audience’s online behavior/ability. It’s also critical to decide if you’re aiming for essentially a single round of media attention for your business, or if you want to deliver longer-term value or utility to your audience. Burberry’s Art of the Trench launched a few days ago, but despite being labeled a social networking site it looks to be a one trick pony. How many photos of trench coats will users want to upload or discuss? Burberry has gotten some great media coverage for the new site, however.
Regardless of the resources you pour into designing a great UGC campaign, it’s impossible to ensure success on a massive scale. Even a clever concept can go unnoticed without serious promotion. But incorporating UGC into your online marketing and social media activities is a fun way to engage with your audience, and a refreshing change in a sea of tired banner ads.
