Consumer-Generated Advertising

After some initial high-profile successes, consumer-generated advertising campaigns have proven more difficult to get right than they seemed. Context, community, and control (or lack thereof) are hard tricky to balance, and it's easy to get burned or simply miss the target. While companies seem eager to tap the creative potential of their customer communities, marketers must understand what works and what to watch out for.

This panel explores case studies demonstrating different approaches to this potentially powerful advertising strategy.

Speakers :
-- Benjamin Long
-- Dieter Rappold