5 Types of Consumer Generated Marketing (CGM) Campaigns

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5 Types of Consumer Generated Marketing (CGM) Campaigns

5 Types of Consumer Generated Marketing (CGM) Campaigns

Over the past several years, consumer generated marketing campaigns have become more and more popular. After all, what brand wouldn’t want tons of users to create content on their behalf and share it online with their entire social networks? And moreover, these consumers will create it all for free.


Here are the five types that I have seen online as well as examples of each one:

1. Reinvent a branded asset. “What’s Your Version Of ….?”

If your brand has been around for some time, you have likely built up some recognition in the elements of your brand. One of the best ways to involve the online population of content creators in your brand is to ask them for help in reimagining something intrinsic to your brand. Lays did this recently by asking consumers to send their flavour for lays with the caption “lays should make my flavour because (entry). The best flavour will be launched in the market and the sender would get name, fame and moolah.

2. Find your dream job. “What If You Were …?”

All of us might imagine ourselves reinvented, but the fact of social media is that it can offer many great tools to help you think about the process of being what you want to be. There are a growing number of campaigns that fit the mould of helping you to envision yourself as doing something different, with the most popular likely being MTV’s search happening now for the World’s First “TJ” or Twitter Jockey. Contest elements there included creating your own hashtag and publicizing it.

3. Get rewarded for your creativity. “Submit your creative idea for …”

This may be the most popular form of consumer generated media campaign, where you invite participants to submit videos or photos or stories and reward them based on their creativity. The rewards typically focus on visibility and promotion versus prizes or cash – case in point would be Doritos efforts around the Super Bowl for the last several years where they aired a consumer generated TV commercial during the Super Bowl.

4. Share your story, win a prize. “Tell us … – and you could win!”

A format that works for just about any brand, this is a combination of a promotional campaign and something that engages consumers by getting them to share something personal in return for the opportunity to win a prize. An example of this type of campaign is “Me and meri bizarre story wali Maggie”.

5.  Get gaming…

Games are a great way to get bonded with the audience specially the ones online. What interests them the most is the comparisons that can be drawn between them and the stars ( SRK, Salman, Kareena, Saif, Dhoni, Sachin or Sania).

This is now being used to launch “Lays Dillogical” a new flavour by pepsi co.

Are there any other types of consumer generated media marketing campaigns that you have seen which fit another category? Share them in a comment and I will modify this list.

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