UGC Stands for...User-Generated COMMERCIALS?

UGC Stands for...User-Generated COMMERCIALS?

What do Taco Bell, Old Navy and Goldfish have in common? All three brands recently took to social media to recruit fans to help them source content for their TV spots and video content. Social media has increased the ability of fans and followers to interact with their favorite brands, and many companies are embracing it. Taco Bell, through a series of Tweets, unveiled the “Fries Challenge,” a Twitter poll-based idea generator for the brand to stoke excitement over the return of Nacho Fries. Old Navy and Goldfish also solicited ideas from fans – to craft the spring TV spot “Written by the Internet” and to ask them to spoof their iconic jingle, respectively. This approach of asking audiences to put their own spin on an existing idea is common on TikTok, through its Duets feature. As Old Navy CMO Jamie Gersch put it, “To be the most democratic and accessible brand, we must listen to our customers and give them what they want. Even when it comes to how we are marketing to them.”

Sources: AdWeek, AdWeek, Gap, Inc.

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