AKQA have launched a YouTube channel for Pot Noodle. It’s a very simple idea – send us a video of you eating a Pot Noodle and we’ll send you a case of the stuff. And you might win a PS3 too. This film is a nod-and-a-wink test card movie but it links you to the channel.
Right audience for user-generated content, simple idea, easy to do the film and submit, but only 5 people have contributed. And those include the launch film and three submitted at the same time.
1800 people have looked at the channel, but only 47 have viewed a video and they’ve garnered only 1 comment. And this is in more than 2 weeks.
It probably didn’t cost very much but by any measure this doesn’t look like a successful campaign.
So we all need to tread with caution as far as ideas that require people to send us stuff are concerned. Some work, but as they become an overused campaign mechanic it will increasingly be only the really great ideas providing real value to people that take off.
Nick
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