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Addendum: Agencies are afraid of User Generated Content

A few days ago I wrote that the media was afraid of Web 2.0. I think what makes them more afraid, is the advent and wave of user generated content.  In an article specifically about this, titled Bud brings out the dude in consumers,  and written by Sean Egen,  Sean writes about how Anheuser-Busch decided to take things a step further by offering up its popular “Dude” campaign to the general public. And the results were impressive — even by Bud Light standards.

The offering took place in the form of a call for entries of consumer-generated “Dude” ads. Creators of the videos selected by Anheuser-Busch would be paid $5,000 each for their efforts. Along with the cash, they’d also get exposure in a highly visible online ad campaign. Bud Light would get fresh video content for a very reasonable price.effectiveone executive remarked at

“As for any concerns Bud Light may have had regarding the quality of consumer-generated content, those concerns were quickly overcome as submissions rolled in.

If you look at the current four Bud Light ‘Dude’ commercials that were produced by their agency, and compare them to our top 10 submitted versions, I think you’ll be remarkably surprised at how competitive ours are from a professionalism, acting, editing and sound point of view,” Perry said.

With what people are capable of putting together on little or no budgets anymore, the agencies should be quaking in their boots. Why? Dude…. Come on. Don’t you get it? Below is the Bud Lite Vid.

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Marc Meyer is a Digital and Social Media Strategist at DRMG. This is my personal blog where I share observations, thoughts and opinions that are all my own.

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May 2008
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