Enter At Your Own Risk? Some Thoughts On UGC Contests

[Posted by Tom Cummings]

It’s no secret that many marketers love User Generated Content (UGC) promotions.  And really, what’s not to love?  Toss up a website with a ‘submit here’ link, let your audience handle all of the creative, let the fans decide their favorites, then sit back and let the word-of-mouth go to work.   In exchange for a small prize and 15 minutes of fame, your community members will do all of your work!  At least, that’s the theory. 

Some promotions aim to just get fans involved.  CNN.com allows “iReporters” to submit pictures and videos that occasionally are featured on the frontpage.  Good Morning America invites viewers to submit videos of themselves on the “I Say GMA” section of their website.

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