Using a Crowd to Draw a Crowd

One of the subjects discussed in this week's class was increasingly popular use of "user generated content" (UGC).  Sure, there were examples of this before the internet (submitting jokes for popsicle sticks or drawings for cereal boxes), but the advent of the internet and the social media platforms that followed have made this an exciting new opportunity for businesses.  Now businesses can ask their followers to post things directedly to their Facebook page, Youtube, or on Twitter (using a hashtag) and they can immediately join into the conversation.  Below is a list of a 3 very different examples of user generated content done right:

1) Nissan - #VersaVid

Nissan utilized the power of Vine and Instagram and challenged users through a commercial to go to their website and print out a paper version of their new Versa car.

"Fans then had to record a short video using Instagram or Vine and post it with the hashtag #VersaVid. The six best videos will receive a $1000 dollar Amazon voucher, with three featuring in Nissan’s upcoming US commercial."
 Via.

The videos were clever and easy to make, even thought some users created some brilliant ones.  It was effective because it did not require fans to expel too much effort and yet entered them into a fun competition where they could be recognized and win a prize.  

2) Threadless (a Chicago based T-Shirt company)

Threadless has gone even further than requesting users to occasionally submit content, they have turned this idea into their business model.  The originally just e-commerce t-shirt company (they now have 2 stores in their home city of Chicago) solicits designs from an online community of artists.  Since the company began in 2000, Jake Nickell and Jacob DeHart have, "...received 257,921 designs since its founding in 2000 and paid out $7,120,000 to 1,374 artists, who make money each time someone buys their design."

"Artists and designers are encouraged to submit their files for scoring. For seven days, the Threadless community scores the design 1 to 5, leaving comments; that feedback helps the Threadless team decide what to print. When a design is selected, the artist gets cash upfront and royalties based on the number of products sold with the design.

Threadless founder Jake Nickell's goal wasn't to build a multimillion-dollar business, but to "give the creative minds of the world more opportunities to make and sell great art," he said in an interview."

Via.

A threadless artist goes to work.

3) Tosh.0

A television show that has taken the lead from companies such as Threadless and taken it to television.  Think of "America's Funniest Home Videos", remove the family friendly branding, and inject it with the sarcasm of the ADD generation.  

The show is hosted by comedian, Daniel Tosh, and has been airing on comedy central since 2009.  Each week, Tosh' "writers" comb the internet for the most disgusting, strange, humorous videos they can find and then Tosh comments on them using his own brand of comedy.  

The popularity of the show is founded on UGC and the variety of competitions and challenges the Tosh poses each week.  Tosh also uses Twitter to communicate with viewers, often during the show.  Many shows have begun to follow suit, but Tosh executes better than anyone.  Editors' note, I do not personally enjoy this show, I find it a bit juvenile, but I have to admire his ability to engage his audience.

Some "best" moments