Think a user generated video, submitted via YouTube, about what you'd do with a new Olympus PEN portable camera featuring professional digital single lens reflex (DSLR) image quality, point-and-shoot simplicity and high-definition (HD) video, and $5,000 cash to bring your vision to reality.
Maybe it's that short film in HD, or an artistic fashion spread. Whatever it is, the brand is launching this UGC campaign with the help of Erik Beck of Indy Mogul, who has produced a how-to video with tips and tricks to assist you with the production of your submission for the PEN your story challenge.
The top six vote getters will receive the funds and the PEN, and then the grand prize winner will receive an all-expense trip to New York
to attend the Olympus-sponsored US Open tennis championships on Olympus Day.
(I'm thinking a project related to tennis might be a good bet.)
In my new book, THE ON-DEMAND BRAND: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World (just out from AMACOM), I look at the surge in UCG contests and the promise and peril for brands therein.
What I like about this particular project is that there's no real reason for pros to get involved (which is usually the case with most so-called "consumer-created" video contests).
The prize is low-cost and goes toward a project any consumer with talent, a camera and an Internet connection can articulate clearly.
And the fact that part of the prize is the actual product means the marketing budget's not just wasted on a contest - it's actually pushing the product.
We'll see how it turns out. But on its face, this PEN was worth writing about.
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