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Consumer-Generated Content Is Hot

Over the past year, a growing number of companies have begun to sponsor promotions involving consumer-generated content. These types of promotions offer many advantages for marketers. If a promotion is executed well, it could generate publicity for a relatively small investment. Consumers are also likely to spend more time on a company's Web site watching videos and learning about the company's products than they would otherwise. Moreover, a company may end up with a great commercial at a fraction of the price they would have had to pay an agency to develop it. Along with these advantages come a number of legal challenges.

27 minute readMay 30, 2007 at 10:21 AM
By
David Ervin
Gonzalo E. Mon
Consumer-Generated Content Is Hot

Over the past year, a growing number of companies have begun to sponsor promotions involving consumer-generated content. For example, Frito-Lay and Unilever each ran contests in which consumers were invited to create commercials and the winning spots were aired on television.

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