Another Kind of UGC
This is a followup to my previous post Moving Beyond UGC.
In that post, I discussed that user can participate to the creative world not only by authoring content, but also creating playlists of pro content (UGP – User Generated Programming) or presenting it in their own way (UDP – User Distributed Programming).
The CBC recently launched Rogers Hockey Night MashUp, where users can browse a massive gallery of NHL clips and fly them into a very Flashy online video editor. This solution was delivered via a technology partnership between Filemobile and IndusBlue.
User-Edited Content
Using this set of tools, Joe can now assemble his favourite videos clips, add music tracks, and then publish his “creation” to a gallery, where it can be picked, panned, rated and shared by the masses. Future versions will include the ability to add voice-overs and actual user-generated content to the timeline.
This adds an interesting balance between professional, high quality content and personalized content. Users are engaging with the content brand as well as the sponsor, and feel compelled to share their creations on their networks. Time-on-site is higher than anything I’ve seen, and bounce rates are rock-bottom. Add in pre and post roll video, and you have an impression bonanza.
