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Flip campaign brings crowdsourcing to TV

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Nov 10, 2009 

Author

Gavin Dunaway  |

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Flip campaign brings crowdsourcing to TV

ADOTAS – Engagement and user-generated content are two hallmarks of the Web 2.0 revolution; it only seemed a matter of time before the aesthetics of social media would be transported to more traditional mediums.

Cisco Systems is the latest company to introduce user-generated content into an advertising campaign across various mediums. In addition to clips created with the Flip camcorder by celebrities such as  Usher and recruited creatives nationwide, the “do you flip?” campaign will also air television commercials and rich media display ad featuring videos created by everyday users of the Flip.

“It’s bringing crowdsourcing to television,” said Jodi Lipe, vice president of marketing partnerships and promotions at Flip Video/Pure Digital Technologies, which Cisco acquired in March 2009.

Cisco called out for clips on the Flip Facebook page that capture everyday moments and spontaneous or zany moments that evoke emotion. The Flip landing page will feature all the clips used during the campaign. In addition, display ads featuring user videos will appear on partnership retailer websites such as Amazon.com.

Users will also be able to add their own Flip videos to the Facebook and YouTube pages — software available from Cisco will make either directly possible. Amateur auteurs will also be encouraged to share their films on a microsite within the Flip website.

“We wanted to build on our success to date through accessibility and inclusiveness,” said Lipe. “What better way to do that than showcase the work of our customers and get them to be a part of the campaign?”

However, there’s another simple advantage in airing user-generated spots — video taken by the handheld digital recorder has proven itself high-grade enough for broadcast television. We’ve come a long way from the family Super 8 cam.

Tags: cisco, display, TV, user-generated and video

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