In the latest Brandweek, Todd Wasserman has a few things to say about last week’s The Next Big Idea conference about user-generated content being this year’s product placement. Of interest to me was what Wasserman said about contests in his piece:
“Karin Timpone, head of marketing at Yahoo! Media Group and a former Hollywood marketing maven, started out the day with some case studies involving a contest in which consumers were invited to send in clips of themselves dancing like pop star Shakira to her song “Hips Don’t Lie,” to get a chance to see the singer perform live. Timpone credited the contest with vaulting the song back into the top 10, although when pressed, she was somewhat vague on specific details.”
I’d love to see the metrics on that, but without question, we’re going to see user-generated content contests grow rapidly. Keep your eyes peeled.