26Jun/090
Amazon’s “Make Our Ad” Appeal
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I was intrigued last night by Amazon.com's request for fans to make their new ad for them (read about it at FutureLab.)
Basically, they'll give $10,000 each to the creator of two winning entries.
FutureLab is down on it, criticizing Amazon for not capitalizing on the strengths of their brand (books, writers, words, etc.) and for relying on TV and promoting it through old school PR channels.
But, I'd like to just continue the intelligence for a moment.
Let's assume Amazon had already made the strategic decision to run a TV ad - maybe it's for holiday this year.
They could pay an agency. Assuming a blended hourly rate of $150/hour, $10,000 buys them about 65-70 hours of time - that's less than a week of an art director and a copywriter. (Yep, no account service time, etc., etc.)
Or for 2 x $10,000, they get two spots from fans, the potential for a ton of social media hype (like this blog post), and a flood more ideas for future spots.
Crowdsourcing your creative, anyone? Haven't we been reading and writing about this very idea for almost a decade?
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