Jim Beam have launched a user generated content website. They are asking their customers to come up with their own ads for Jim Beam based on the ideas from the current TV ads.
In the first week, there were no entries. The marketing execs must have been getting nervous. Week 1 saw 3. By week 2 there were 7 and the "samples" had been taken down. By week 3 there were 16 (4 had been viewed over 4000 times) and after a month they had over 100 videos, several with 10,000+ views.
And the execs could relax and bask in the glory! 100s of thousands of views, the brand being re-presented by loyal customers and spread by word of mouth.
And not only that, but it also gives huge insight into their online audience. How much would that kind of market research cost.
My guess is that this will continue to grow. It will be interesting to see where it gets to by the close date and what Jim Beam do next.
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