Reportr.net

You can almost imagine the conversation in the boardroom - let’s get our consumers to come up with some ads, post them on YouTube and we’ll be the talk of the town, or at least the internet.

Unfortunately, taping into the power of user-generated content doesn’t always go as planned, as this an article in the New York Times explains.

It examines Heinz’s competition to get its fans to create video ads for ketchup. The results are “just so bad” said senior one ad executive.

But the issue here is more than whether the works are bad or mediocre. Many of the entries have been rejected because they longer than the 30 second limit, used copyrighted material or were deemed unsuitable for a family audience.

Heinz, like other companies, is assuming that its consumers will express their love for ketchup in a way that matches its brand values. If there is one thing we know about user-generated content, it is that people will create all sorts of weird and wonderful forms of media that may startle, surprise or shock.

In an age where anyone can create and distribute their media to a global audience at the click of a button, organisations need to accept that they can’t control the message.

Heinz has rejected more than 370 submissions. But, as the NYT explains, at least 320 of them are still on YouTube. So if, as a multimillion dollar food conglomerate, you invite consumers create content around your brand, you need to be prepared for anything.