CBC’s Hockey Anthem challenge is a contest searching for a song to replace the long-standing Hockey Night in Canada theme.
Since this campaign is built upon Filemobile’s Mediafactory platform, a number of “Engagement” factors can be measured, such as views, shares, digs, ratings, comments, etc…
One might assume, that the cream would rise to the top and the most engaging song would indeed be the finest piece of music submitted. I’m happy to say, that this clearly the case with Logan Aube’s opus entitled Hockey Scores. The statistics and comments speak for themselves: Canadians have a very odd sense of humour.
This week, we delivered a video wall with the capability of being installed and distributed by users on social networks and blogs for the Canadian Idol Last Chance Online Auditions website! Posting videos in Facebook or MySpace is no big deal, but when sharing is combined with the Mediafactory, our clients can now effectively program users homepages. CTV uses a “saved search” collection that is constantly updated with the latest submission to the website. This content is updated in real time, and all deployed widgets reflect the contents of the collection. At any time, CTV can change the content of an installed video wall.
With the addition of a call-to-action in the widget, you can now extend your brand and drive traffic back to the mothership. Did we mention we record all stats including views, geo and sources? Nice!
Click on the share button and install on your profile!
Using the Mediafactory user-generated content whitelabel product, CTV Digital has rolled out Last Chance Online Auditions for the hugely successful Canadian Idol. For the first time in North America, any eligible contestant with access to a computer can have their chance at a Golden Ticket.
I’m sure this is not the first time in the world, but it is the first time for Filemobile. Video spam!
This marketing genius doesn’t know how to encode video properly, and doesn’t feel that the name of the city is important, but check out that audio quality.Get ready for the next wave of pain-in-the-ass marketing!
“What other roles can users fill within the communications value chain besides that of content producers?”
The value of users creating content is that your customers can be participants, and interact with your message instead of just being spectators. With a well-considered moderation plan, this user-generated content (UGC) can create brand credibility via public advocacy.
Videos posted by hockey fans (particularly the finalists – currently posted from last year’s campaign) display passion for the game of hockey, the history of the NHL and Stanley Cup, family values and national unity. What better messages for Canada’s National broadcaster, a network for the people and of the people (via tax dollars), and the National Hockey League, striving to present family-friendly entertainment to an ever-fickle, globalized consumer? The winning videos are even shown during a HNIC broadcast.
Although this is a great example of brand-focused, successful UGC campaign, most user-generated content is just plain bad. Read more…
