32,1762)9,(:

Are UGC Contests

Less Creative?
Most advertisers are running plain vanilla user-generated-content (UGC) contests - in the name of engagement.
Do advertisers and digital agencies lack the skill or intent to create interesting contests? By Kapil Ohri

*,5,6+0$+$-$1 $6+2./$//$ 6+8%+26(1*837$ 536,1*+

Co-founder & Director, Webitude President, Digital, Euro RSCG Creative Head, Digital, Rediffusion Y&R Business Director, Digital, GroupM
SUSHIL KUMAR

SUSHIL KUMAR
FOTOCORP

THE IMPORTANT POINT WHAT HAS TO BE
IS THAT PICTURE AND CONSIDERED IS NOT
VIDEO UPLOADS OR WHETHER UGC CON-
CONTENT SUBMISSIONS TESTS ARE CREATIVE
INVOLVING SHARING FOR THE SAKE OF
AND VOTING ARE BASI- BEING CREATIVE, BUT
CALLY PROCESSES THAT WHETHER THEY ARE
are used in any UGC activ- effective for the brand.
Many marketers and digital
ity execution. They are just a
agencies are guilty of mistaking
means to an end and not the the medium as the idea. They feel
end itself. that ‘YouTube is an idea’. It isn’t
UGC contests involving - it’s just a means to an end. If
everyone includes YouTube in the
uploads or voting are popular
interaction plan, it is the idea that
with advertisers, consumers will make one brand’s message
and social media agencies as stand out from the other.
they are easy to execute and The problem occurs when
marketers and their digital agen-
help brands to build recogni-
cy partners mistake the Upload,
tion and visibility faster. share, video, comment tools and
In case of UGC, a brand related apps to be their big idea.
might need to go the extra These are common tools that will
apply to all interactivity. What
mile to create an environment
turns the interactive from mere
to facilitate users’ creativity by action to real engagement and
providing examples, reference involvement is the quality of the
content or simple, do-it-your- idea backing is.
Start with an idea that
self tools for them to exercise
addresses a real consumer need
their creativity. Therefore, or problem, wrap your brand
it is not the lack of skill or around it appropriately and you
intention, but rather the ‘nas- may well have a successful cam-
paign or contest.
cent’ nature of the medium
that is resulting in low-on-
creativity programmes.
EVERYONE’S PLAYING CONSIDER THE UGC-
SAFE BECAUSE THE BIG VIDEO CALLED ‘A
‘O’ HASN’T HAPPENED HUNTER SHOOTS A
YET. IF YOU COMPARE BEAR’ FLOATED BY
SOCIAL ADVERTISING TIPP-EX, A BRAND OF
WITH TV, THERE’S NO CORRECTING
UNIQUELY INDIAN IDIOM. FLUID.
Till that happens, it’ll It shows a hunter who is
surprised to see a bear appear-
be the tried-and-tested.
ing at his camp. As he gets ready
Fortunately, the online to shoot, the video pauses and
audience is jaded with the ask users to select if he should
tried-and-tested, and is des- shoot it or not. The hunter picks
up a can of Tipp-ex, blanks out
perate for the strange and
the word ‘Shoots’ and asks the
new. And I can see that hap- viewer to put in a word to choose
pening, though in small little the ending.
islands like the Pink Chaddi I am sure this video campaign
is a result of deeper coordination
campaign.
of will and skill. In India, adver-
I feel sheer numbers - can tisers are using tried and tested
only happen on mobile. models only to play safe. It is a
Unless the stakeholders in result of a lack of "will and skill",
but both can complement each
digitally-driven agencies see
other in driving innovative ideas.
the value of creative and get A client might drive his digital or
out of lip-service mode, I social media agency up the wall
don’t see much changing. to deliver a path-breaking UGC
execution while the skill of an
The great thing is there’s
agency can motivate the adver-
a bunch of kids out there tiser to create will.
who are furiously working
on mobile apps for overseas
clients. They will drive the
change and Indian advertisers
will sit up and take notice.

4 0 afaqs! Reporter, September 16-30, 2 0 1 0