For the past year + I’ve been fascinated with the disruption that’s digital introducing to traditional media’s value chain. Seriously - we’re living in interesting times.
Democratizing the hit. Competing on content. The decline of ‘blockbusters’. It’s happening in publishing and it’s happening in music. It’s happening in every media market that digital is penetrating.
Not in a decade. Not next year. Not tomorrow. Today. Right now.
Matt McCall points us to a great story showcasing the interesting times we’re living in:
Doritos holds a contest for user generated ads. The winning ad will run during the Super Bowl. A tonne of people submit 30-second videos and judges narrow it down to short-list of finalists. Users vote on the winner.
Simple.
The winning video did run during the Super Bowl. The audience loved it – ranking it as the 4th favourite ad of the game. This shouldn’t be surprising.
What may be surprising to some are the numbers behind the production of the video:
Size of crew: 5 people
Production time: 4 days
Age of crew: < 22
Production budget: $12.79
It will be interesting to see if the audience similarly enjoys the Dove commercial that will run during the Oscars.
- BROWSE / IN TIMELINE
- « Harvard Business Review’s Breakthrough Ideas for 2007: As Told In 6 Word Stories
- » Music of the Moment - Undisputed Truth
- BROWSE / IN Startup Strategy
- « Harvard Business Review’s Breakthrough Ideas for 2007: As Told In 6 Word Stories
- » Quick & Quotable
