User Generated Content is a horrid term, how about we use Consumer Generated Media? Or even better, People Creating Stuff.
From New York Times:
The year was 1974: gas prices were high, inflation was rampant and an unpopular Republican occupied the White House. McDonald’s introduced a spirit-lifting jingle: “Two all beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame-seed bun.”
Now it is 2008, and McDonald’s is reviving it as a TV commercial. The company has asked consumers to write their own songs using the exact words of the jingle, and submit them to a contest on MySpace.com . The official reason is this year’s 40th anniversary of the Big Mac, but the then-and-now cultural similarities are not entirely lost on the company.
Dean Collins goes on to say:
It’s a flawless example of UGC implemented into a branding campaign, McDonalds truly are exceptional marketers.
it’s the perfect execution of current technology with an older but still relevant branding concept.
You know sometimes it’s easy to point at companies and say if only I was that big then I’d be a ‘marketing hero’ ….they got there by doing really great work – I cant commend them enough.
I really have nothing else to add except to say that the long tail of marketing jingle take-aways with a side serve of mashup creates a new twist on timeless classics. Competition closes today.