Ad Lib: When Customers Create the Ad
Top 5 Consumer-Generated Spoof Ads on YouTube
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- The Social Impact of Consumer-Generated Ads (based on Time Magazine’s 50 Top 10 Lists of 2007, from http://www.time.com/time/specials/2007/top10/article)
| Top 5 Consumer-Generated Spoof Ads on YouTube Ad Views Synopsis of Ad South Park Mac vs. PC 5,235,015 A parody of the Apple Mac vs. Windows PC commercials with South Park characters. Created as the final project fora multimedia production Vote Different 4,110,758 Mashup of the famous Apple 1984 Super Bowl ad, depicting Hillary Clinton as Big Brother—a pro Obama ad Powerthirst 3,122,100 A spoof on the ubiquitous commercials for energy drinks. Hi, I’m a Marvel . . . 2,714,491 Spider-Man (Marvel) and Superman (DC) discuss the state and I’m a DC. of their respective film divisions in this take on the Apple Mac PC Parody) Mac/WindowsPC ads. Gates vs. Jobs 1,591,792 Bill Gates and Steve Jobs square off in the clean white virtual world of the iconic Apple Mac ads. Source: Figures based on data collected Jan 2nd, 2008, 12:00 EST—views based on number of times the ad has received a unique viewing. The Social Impact of Consumer-Generated Ads (based on Time Magazine’s 50 Top 10 Lists of 2007, from http://www.time.com/time/specials/2007/top10/article) The fourth most viewed item on YouTube in 2007 Spoof ad Hillary Posted on YouTube by an individual nicknamed Park Ridge, the ad mashes together the classic 1984 Apple Superbowl ad with footage of Hillary Clinton giving a speech. Clinton is inserted into a screen as a Big Brother character and (presumably) Democratic voters are shown as zombie-like followers. The creator turned out to bean employee of an online communications firm that had worked with the Obama campaign. One of the top 10 ads of the year Doritos Live the Flavor” The Live the Flavor ad was the winner of Frito-Lay’s competition for consumers to create an ad for the Doritos brand of corn chips. The ad was then flighted during the 2007 Superbowl halftime. A Doritos consumer’s attention is Ad Lib: When Customers Create the Ad UNIVERSITY OF CALIFORNIA, BERKELEY VOL. 50, NO. SUMMER 2008 CMR.BERKELEY.EDU 28 drawn to a pretty girl, which results in him smashing his car. All is not lost however, and they find each other over a bag of Doritos. How consumer-generated content is shaping politics TechPresident.com (one of s Top 10 web sites) The website TechPresident.com looks at the 2008 presidential candidates online promotional efforts, and particularly at how consumer-generated content created influences the popularity of the candidates. The site tracks online advertising and YouTube. Notes 1. R. Barton, Advertising Handbook (Englewood Cliffs, NJ Prentice Hall, 1950), p. 928. 2. RC. Blattberg and J. Deighton, Interactive Marketing Exploiting the Age of Addressabil- ity,” Sloan Management Review, 33/1 (Fall 1991): 5-14. 3. J. Deighton and L. Kornfeld, Digital Interactivity Unanticipated Consequences for Markets, Marketing, and Consumers Harvard Business School Working Paper 08-017, 2007. 4. M. Davies, L. Pitt, D. Shapiro, and RT. Watson, “Betfair.Com: Five Technology Forces Revolutionize Worldwide Wagering European Management Journal, 23/5 (October 2005): 533- 541. 5. E. Mollick, Tapping Into the Underground Sloan Management Review, 46/4 (2005): 21-24. 6. M. Madden, Online Video Pew Internet and American Life Project, 7. For example, see T. Howard, Madison Avenue Wants You USA Today, June 21, 2007, pp. 1b-2b. 8. DA. Aaker, Building Strong Brands (New York, NY Simon & Schuster, 2002). 9. AA. Achenbaum, The Mismanagement of Brand Equity ARF Fifth Annual Advertising and Promotion Workshop, February 1, 1993. 10. P. Berthon, M. Holbrook, M. Hulbert, and L. Pitt, Viewing Brands in Multiple Dimensions,” Sloan Management Review, 48/2 (Winter 2007): 37-43. 11. P. Berthon, L. Pitt, I. McCarthy, and S. Kates, When Customers Get Clever Managerial Approaches to Dealing with Creative Consumers Business Horizons, 50/1 (January/February 2007): 39-47. 12. EC. Hirschman, “Innovativeness, Novelty Seeking, and Consumer Creativity Journal of Consumer Research, 7/3 (December 1980): 283-195; EC. Hirschman, Consumer Intelligence, Creativity, and Consciousness Implications for Consumer Protection and Education Jour- nal of Public Policy & Marketing, 2/1 (1983): 153-170. 13. C.P. Moreau and D.W. Dahl, Designing the Solution The Impact of Constraints on Consumers Creativity Journal of Consumer Research, 32/1 (June 2005): 13-22. 14. J.E. Burroughs and D.G. Mick, Exploring Antecedents and Consequences of Consumer Creativity in a Problem-Solving Context Journal of Consumer Research, 31/2 (September 402-411. 15. AM. Muñiz, Jr, and H.J. Schau, Vigilante Marketing and Consumer-Created Communications Journal of Advertising, 36/3 (Fall 2007): 35-50. 16. D.W. Dahl and C.P. Moreau, Thinking Inside the Box Why Consumers Enjoy Constrained Creative Experiences Journal of Marketing Research, 44/3 (August 2007): 357-369, at p. 358. 17. Ibid, p. 359. 18. Muñiz and Schau, op. cit. T. Amabile, Motivation and Creativity Effects of Motivational Orientation on Creative Writers,” Journal of Personality and Social Psychology, 48/2 (1985): 393-399; C. Ford, Theory of Individual Creative Action in Multiple Social Domains Academy of Management Review, 21/4 (October 1996): 1112-1142; CE. Shalley, J. Zhou, and GR. Oldman, The Effect of Personal and Contextual Characteristics on Creativity Journal of Management, 30/6 December. BBC, Australian Advert Banned on UK TV March 9, 2006, Ad Lib: When Customers Create the Ad CALIFORNIA MANAGEMENT REVIEW VOL. 50, NO. SUMMER 2008 CMR.BERKELEY.EDU 29 Ad Lib: When Customers Create the Ad 30 UNIVERSITY OF CALIFORNIA, BERKELEY VOL. 50, NO. SUMMER 2008 CMR.BERKELEY.EDU 21. For example, see U. Eco, The Role of the Reader (Bloomington, IN Indiana University Press. D. Harvey, The Condition of Postmodernity (Oxford: Blackwell, 1992). 23. E.F. McQuarrie and D.G. Mick, Visual Rhetoric in Advertising Text-Interpretive, Experimental, and Reader-Response Analysis Journal of Consumer Research, 26/1 (June 1999): 37- 54. 24. K. Stanislavsky, An Actor Prepares (New York, NY Routledge, 1989). 25. J. Derrida, Writing and Difference (Chicago, IL Chicago University Press, 1978). 26. D. Smith, Suicide Bomber Sells VW Polo—Hoax Ad Takes Internet by Storm The Observer, January 23, 2005. 27. S. Vranica and C. Terhune, Mixing Diet Coke and Mentos: Makes a Gusher of Publicity,” Wall Street Journal, June 12, 2006, 28. S. Brook, “VW to Sue Polo Bomb Ad Duo The Guardian, January 26, 2005. 29. Vranica and Terhune, op. cit. Howard, op. cit. Deighton and Kornfeld, op. cit. Deighton and Kornfeld, op. cit. N. Klein, No Logo (New York, NY Picador, 1999). 34. Muñiz and Schau, op. cit. RP. Bagozzi and UM. Dholakia, Antecedents and Purchase Consequences of Customer Download 170.58 Kb. Share with your friends:
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