User-Generated Contests - ClickZ

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"Although some of these contests have created great click rates and a descent response, I often find myself looking at the contest graveyard and thinking, "What now?" What ever happened to the woman who won the shampoo commercial or the guy who wrote the best new commercial jingle? Did they go off to become brand advocates and loyal customers? Or famous directors and songwriters? Truth is, no one really knows...or cares to find out. The brand's ROI is most likely equal to the participant's gain: at best, 15 minutes of fame. We need to move away from a contest mindset toward a program mindset. We must stop creating one-hit wonders. We must create video content that people will want to engage with over a long time. Content that motivates people to respond with their own content. Content that results in ongoing collaboration and conversation, rather than winners and losers."