The Internet and low-cost digital production methods have given marketers powerful new tools. This program explores the results: a new wave of advertising that relies increasingly on consumer-generated content and rejects the ad forms of conventional television. Featuring interviews with Matt Creamer of Advertising Age, Joseph Jaffee of the marketing company Crayon, Kevin Roberts of Saatchi & Saatchi Worldwide, and others, the program presents several ad campaign case studies. These include Sunsilk Shampoo’s Wig Out initiative, Dorito’s call for homemade commercials, and—perhaps the godfather of consumer-generated ads—the Diet Coke and Mentos online phenomenon.

Films Media Group

User-generated content -- Marketing, Advertising -- 21st century, Advertising campaigns -- 21st century

Macdonald, Ann-Marie (Narrator), Teskey, Susan (Director), Teskey, Susan (Producer), Teskey, Susan (Writer), Canadian Broadcasting Corporation Documentary Unit, Films for the Humanities & Sciences (Firm)

00:43:57 (HH:MM:SS)

English

Higher education

Name	Films Media Group (Firm)
Role	Publisher
Telephone	800-257-5126
Address	200 Metro Blvd. Suite 124 Hamilton, NJ 08619
Email	[email protected]

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