So Mountain Dew is currently coming out with three new flavors of the product, but they are trying to change the way they are marketing the product by getting rid of traditional agencies and approaching it in a complete different manner.
They have set up a web site @www.12seconds.tv where any agency, independant film company or individual can submit a 12-second video clip with their ideas for marketing the three new lines. This is a huge opportunity for those striving to get their clever ideas heard because this over a $100 million dollar business.
Users will be responsible for making the choice, and lets see how that works out. It will be interesting to see the response generated from such an involving campaign. Open-source advertising seems like a good idea, but it may just come back to bite them bad.
See the article @http://www.mediabistro.com/prnewser/stunts/mountain_dew_crowdsources_agencies_pr_need_not_apply_141972.asp
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5 comments:
It is sad that those kinds of major companies cut out the PR crews and to find someone else who can promote their companies/products cheaper. At the same time, this could be a great opportunity for individuals or the small PR companies to get the word of their existence and talents though.
This seems like a really good way to get consumers and other individuals involved, but I'm not sure exactly how it will turn out. It seems like they are just looking for a cheap way to get some PR ideas. It will be interesting to see how this plays out.
This sounds familiar. I think mountain dew or a company with a similar product has done this before. I think getting the community involved is a great idea. I hope it works out for them.
I agree with Jess on this one. I have heard of companies putting their accounts up for bid, but letting your average Joe contribute shows they probably just want to spend less. Involving the public is always a great way to draw attention, so it will probably turn out well.
I too must say that I am in agreement with the following folks.
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