Lakeport is the latest brand to jump into the foray of user generated ads.
Beer drinkers looking for T-shirts, golf balls or other freebies in cases of Lakeport are going to be sorely disappointed by the brand’s first campaign of 2009. They may even be publicly mocked.
The discount-brand beer is asking its customers to submit their own ads spoofing typical beer promotions such as in-pack giveaways. Starting today, consumers can submit videos, radio or billboard executions to Lakeport’s Facebook group for a chance to win one of five big-screen televisions. The winners will be selected based on user votes in six weeks.
By developing a contest which encourages brand fans to generate humorous ads, Lakeport is Activating The Tribe. Their Facebook page already has prompted discussions among its 700+ members about the various ads posted by Lakeport.
The key thing to remember when trying to Activate The Tribe is that your brand may not necessarily be front and centre. Read my previous blog post which talks about brand managers and marketers needing to take a step back and support the tribe rather than try to lead it. It looks like Tom Rolfe, the brand marketing manager already understands this:
“[Customers] said to us ‘Keep doing what you’re doing and we’ll help you spread the word,’ ” Rolfe said. “We set up the contest as a thank you and venue for them to spread the word.”
