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user generated content

UGC goodness with McDonald’s #MyBurger, Nando’s #Wingroulette and Coke’s #ThisIsAhh

This wins the Internet

Too brilliant for the ‘and finally’ section, so I break with tradition and give you this bit of pure, unadulterated genius. Hats off to the DJ.

Haven’t laughed this hard in a long time.

Are those Reebok or Nike?

The one with the dodgy banana

A tale of woe, customer service and, finally, redemption and happiness told through the eyes of Sainsbury’s customer @HBChapple and Chris from the @Sainsburys Careline team.

McDonald’s UGC burger

I love a burger. Dirty or posh, van or fancy restaurant. Breakfast, lunch or dinner. It doesn’t matter. A burger sorts me right out and I’ve had a few over the years. They come in all different sizes, combinations and tastes. And it is a very rare occasion indeed, where I come across a bad burger (fries are a different ballgame entirely. So much can go wrong with fries. But that’s for another day).

http://instagram.com/p/oMO4A1nimO/

Now, making your own burger at home is not particularly difficult, but not something that I tend to do very much. But what if you could digitally build your burger, have all your friends vote for it and the one with the most votes gets added to McDonald’s menu?

There you have the simple, yet brilliant premise of McD’s latest #MyBurger campaign.

After careful deliberation, clicking and scrolling, I am proud to give you my BCG Burger: Bacon (because everything with bacon is just better), Cheese (two slices of black pepper cheese to make the beef pop and add some stability to the construction) and Guacamole (equal parts cashing in on the oh-so-trendy Mexican food craze,  and also, guac is just so goooood) burger. Perfected by a generous sprinkling of jalapeño peppers for that extra oomph, rocket to give it even more of a peppery freshness, and held together with a brioche bun and OMG JUST GET ME A BURGER ALREADY.

The BCG now takes it’s place amongst all the other delicious creations, which you can drool over in the gallery section of McDonald’s My Burger site.

As you salivate over sooo much beefy goodness (on that, why the heck can you only make a beef burger?), you also get your fair share of burger stats. And which PR person doesn’t like a survey?!

  • over 46,000 burgers made since the site launched this week
  • over 100,000 votes cast
  • at just 2%, pineapple the nation agrees that pineapple has no place on a burger (or on a pizza for that matter)
  • pickles aren’t much better off, finding their way into only 9% of burgers flipped
  • the must-have ingredient, next to glorious meat of course, turns out to be cheese – layered into over 43,000 burgers coming

Voting for a burger is simple. But what I really love about the voting process is McDonald’s reinvention of the Captcha. Rather than some strange maths question or indecipherable characters to prove that you are, in fact, a hungry human, you are asked to pick two items from McD’s menu by this prompt:

McDonald's captcha

 

A gloriously simple and fun campaign, one that get’s McDonald’s customers actively involved in the brand by creating a burger that could end up in restaurants nationwide. And who doesn’t like sharing something tasty with their friends saying: “Look! I created this! Isn’t it great?”

 

Wingroulette

To celebrate the launch of their delicious new menu item ‘The Wing Roulette’, the clever chaps at Nando’s have come up with a spicy  campaign centred around user generated content.

Customers are encouraged to not only brave the fiery madness that is the selection of 10 chicken wings dipped in peri peri sauce of unknown strength (ranging from the tangy mango and lime to the teeth-melting extra hot) but to then use their napkins and sauce covered fingers to produce some tweetable art along with the hashtag #wingroulette.

Nando’s have also added a Wingroulette companion game to their iPhone app that tells you which of your friends gets to eat which chicken wing (and here I was planning to order the 10 wings for myself…).

To keep the campaign going, Nando’s are relying heavily on the TV guide, creating finger puppet versions of popular shows like Game of Thrones and 24

But they’re also being good social media citizens and sharing the best of the #Wingroulette selfies from customers

There’s many more #Wingroulette finger selfies on Twitter – a lot of people are keen to win their year’s supply of free Nando’s!

Bits and bytes

  • Greg, a security guard for Arcadia sends an email asking his manager to approve holiday. Line manager accidentally forwards Greg’s request to all the company’s 3,500 employees. Hilarity and a trending hashtag #GiveGregtheHoliday is born (HT @CiaranM_). And yes, he finally did get his two days leave approved – and he also donated all the free stuff he received to charity. #GoodGuyGreg
  • The Roman Catholic Church issued its 10 digital commandments this week and they’re actually not that bad (HT @a_little_wine). If you fancy a slightly less preachy, more practical take on keeping The Big Guy virtually happy, you could also choose to follow the Church of England’s 9 digital commandments (1 less than the Catholics. So chill.)
  • Missed out on the London Marathon ballot? No worries, for next year’s race, you’ll be able to run the race in a virtual reality environment: on a treadmill that controls your avatar as it completes the 26.2 mile course

Videos of the week

I’m conflicted about this one. Adweek calls Coke’s latest commercial the first ever TV ad made completely from user generated content, which, as we all know, is complete and utter bollocks. Sainsbury’s did that with Christmas in a Day, thank you very much, next question, you utter muppets. But then again, Adweek also called this the best corporate apology ever posted to Twitter. Damnit. Anyway, just watch the clip.

Dutch drink Vifit either helps you concentrate on studying in the uni library while an attractive blonde does a strip tease or drinking too much of it causes blindness. I suspect the people behind this ad were going for the former.

And finally

Your iPhone’s annoying alarm tune remixed into EDM awesomeness (also, give his Breaking Bad remix a go, um, bitch).

Video on Instagram, hazy marketing, masterful UGC from REI and this week’s bits and bytes

Video on Instagram: Speculation about Instagram launching their own short form video service to counter Twitter’s Vine finally came true this week. You can now photograph and film your latte using Instagram.

(I swear I wrote that before I watched the video – WHERE SOMEBODY VIDEO INSTAGRAMS THEIR LATTE!)

Anyway, the differences between Instagram video and Vine:

  • you can take up to 15 seconds of video (rather than only 7 seconds on Vine)
  • the filters that made Instagram so popular are also available to videos shot with Instagram
  • when you post a video, you can select a particular still from your clip as the hero image

Vine responded by posting some videos of their own, featuring sneak peaks of new features for  revamped video stream categories and draft Vines (yes please!) – at least, that is what Techcrunch believes they are.

Hazy marketing: Remember when real-time marketing went mainstream? You know, when Oreo tweeted about being able to dunk an Oreo cookie in the dark after the lights went out at the Superbowl? And everybody loved it and wrote blog posts about how brilliant it was and how since then anybody working in comms has thought about how they can get their own Oreo moment?

Well, even the masters at Oreo don’t always get it right. You may have seen coverage on the BBC yesterday about the haze in Singapore from the forest fires in Indonesia (much like the ones 16 years ago when I was still in high school in Singapore – only much, much worse). The marketing bods decided that this message to their Singaporean fans would be a good idea.

Source: Oreo

Now, I can’t see the response to the image (the post is only visible to people in Singapore), but personally, I think this is in bad taste and I wouldn’t be surprised if the locals don’t see the funny side.

Bizarrely Adidas posted a similar effort to their Facebook page: offering 152 free gym passes on a day when the Pollutant Standards Index hit 152 at lunchtime.

Source: Adidas

Now, anything between 100-200 is considered to be unhealthy, so encouraging people to head out in that environment isn’t such a smart thing. In fact, on June 20, the PSI peaked at 371, a level of pollution deemed to be hazardous – but they are still posting similar content (although they’re no longer so keen on matching free gym passes to the PSI levels).

Am I getting too paranoid?

High street food chat: Research from Visceral Business and Synthesio found that 10 UK high street brands account for 96% of all social media food conversations. Those brands: Burger King, KFC, Starbucks, Pizza Hut, McDonalds, Subway, Greggs, Nando’s, Ben & Jerry’s and Dominos (HT @DigitalBlonde).

REI Member Stories: Recreational Equipment Inc (REI) make outdoor gear and clothing. Their clientele ranges from skiers, ridiculously inspiring iron-women (like @celia_cole), climbers, trekkers… you get the idea. A great post on PSAMA goes into detail about how REI works closely with their customers to create some stunning user generated content to market their products in intensely engaging clips (HT @jcolman).

Key advice from @Kelly_Ann_Walsh, Digital Equipment Program Manager for REI: “Don’t try to create a new behaviour. Try instead to integrate what your community is already doing.” And some key questions for any company interested in using UGC in their marketing:

  • What is your community doing and how can you leverage it to provide value to your audience?
  • What are your objectives for engagement?
  • How can you leverage current behaviour to create a community or connection?
  • How can you drive continued engagement?
  • Do you have the resources to moderate the content and scale?
  • What are the legal considerations?

Digital publishing ≠ paper publishing: “As we adapt to a world of connected devices, the way we think about our content publishing process and workflow must adapt too.” An excellent piece by @karenmcgrane in the Harvard Business Review.

Good news: “The noun and verb tweet (in the social-networking sense) has just been added to the OED. This breaks at least one OED rule, namely that a new word needs to be current for ten years before consideration for inclusion. But it seems to be catching on.

Would you hire these people? A post entitled ‘The Crazy, Creative Staff Photographs Of Ad Agencies’ and I really couldn’t say it any better. Some of these really are very whacky (HT @tomparker81).

Videos of the week: This Russian commercial for Tampax takes an unexpected turn (HT @KristianWard29)

Russell Brand makes a mokery of MSNBC’s Morning Joe (not too hard, but still, pretty good television)

And finally: Textatrosphe

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