7. “Perpetual Teenager”
An irrepressible need to be silly, outrageous and
irresponsible, even at a time in life when they’re
expected to be putting aside these childish things.
11. THE RECIPE
+ +
PART 1 PART 2 PART 3
Take the Add a big full-on And give him 30 seconds on
‘perpetual teenager’ Chocolate-y eat TV to stuff it in his mouth
who’s ready for
a CHALLENGE! (The same length as TV ad)
19. STEP 1 HOW THE
Select your name
(Over 1,000 names)
MICRO-SITE
WORKED
STEP 4
Publish your
video
STEP 2
Make video using
a webcam
STEP 3
Choose your
voiceover
24. COMPLEXITY OF PRODUCTION PROCESS
1 4 7
Winner
Selec*on:
Winning
ads
into
Exact
*me
and
Game
of
skill
produc*on
–
date
of
their
ad
(Quality)
encoded
for
TV
going
to
air
2 5 8
Client
+
Legal
Talent
contacted
Dispatch
ads
and
match
Approval
(Release
Contract
Signed)
key
numbers
with
television
network
3 6 9
Media
purchase
Talent
alerted
Prompt
talent
to
share
spots
in
winner’s
via
eDM
date/*me
to
social
-‐
You’re
going
to
be
on
TV!
city
networks
29. The Bottom Line
In February 2009 Picnic’s For the same period
retail sales grew by Snickers sales dropped
AC Nielson Track Data
30. The Bottom Line
Over the period of the campaign For the same period, Snickers
Picnic’s total market share grew lost market share by
AC Nielson Track Data
32. Take Away
1. User generated content campaigns must
be relevant to consumer
2. Collaboration, Trust & Originality are key
to making big ideas a reality
3. Think laterally to find new target
audiences when planning social outreach
4. Clicks, impressions and downloads are
not the only mark of success
5. Buy a Cadbury Picnic and have a go
yourself.