Citizen Created Commercials
One of the things to watch for as viral videos are racing past "tipping point," are citizen created commercials (CCC). I think I made up that term, so toss me a track back link if you use it, eh?
What is CCC? It's when one of us becomes so enchanted with a product, company or service that we make our own ad. Why is it important? Because the advertising model is based on "interuption marketing," and TiVo is just one tool that is burrying that. Fewer than 10 percent of TiVo viewers actually watch the ads.
Advertainment is the only option- ads so viral that people CHOOSE to watch them. And I would contend that customers will figure this out before ad agencies.
The first time CCC hit mainstream was with an iPod ad created by a school teacher George Masters in December 2004. Watch the video and you won't know it's not a product of Madison Avenue.
More recently here's a low budget music video of two guys rapping about McDonalds Chicken McNuggets. As of this post 1,400 people have watched it since March 8. Check in a couple weeks, and I'll bet it's well more than that. Fernando and Thomas, the creators, will have achieved some level of fame. But they won't be buying any nuggets from their ad revenue because they posted on YouTube instead of Revver. But I'm speaking the converted, dear faithful Revverberation readers.
By the way, two defininitive source on consumer generated media are The Church of the Customer Blog and the omnipresent Steve Rubel, who through Micropersuasion (his blog) has been trying to convince corporations about the criticality of those of us with video cameras and agendas- positive or not.