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There will be “zero” professionally-produced ads for the 2014 Ford Fiesta, that does not mean the ads will be of less than professional quality.
Mr. Farley General Motors
Why Sears E-Commerce Is Ramping Up User-Generated Video Reviews

“Wait -- how many user-generated videos does Sears have on its e-commerce site?” I asked, nearly falling off a stationary ATV in the mountains near Lake Tahoe. “33,000,” replied John Courtney, whose unusual title (Certified Agile Project Manager and Marketing Professional at Sears Holdings E-Commerce Content Strategy) indicates a preference for prolific innovation. 
And sure enough, after resuming our conversation on terra firma, I was pretty much blown away that Sears already had tens of thousands of user-generated video reviews that were having a material impact on Web sales. Although Courtney would not reveal Sears’ future plans, it is easy to imagine that there could be millions of these videos in the not-too-distant future, and here are five reasons why.
1. They drive sales
Working with a company called ExpoTV, Sears has enlisted an army of reviewers that they call “brand-connected consumers.” This elite group’s video reviews are directly matched to approximately 12,500 relevant items on product pages. “So far, product pages with consumer-generated videos appear to outperform those without,” Courtney says of these reviews’ impact.
2. They’re much cheaper than pro videos
Another reason to solicit user-generated videos? “You can get hundreds of them for around the same cost of a handful of professionally produced videos,” explains Courtney. Of course, with cheap comes spotty quality, which means all user-generated videos need to be screened. ExpoTV takes care of this for Sears, clearing out any “lascivious [content] or improper use of product.”
3. They add credibility
It is a known fact in the world of e-commerce that sites with both good and bad customer reviews have higher sales than those that have no reviews or just positive ones. The same applies to video reviews. “It’s important that all consumer-generated product review videos -- whether good or bad -- are available so it’s authentic,” notes Courtney. Turns out honesty is a damn good policy.
4. They enhance product perceptions
They say that perception is reality, and that certainly applies in this case. Among the more surprising results Courtney shared is that posting videos on product pages generates its own interest and drives sales even when people don’t watch the videos. In essence, these user-generated reviews function as a “seal of approval” simply by being there. 
5. They’re a surprisingly good source of customer feedback
Perhaps more than other types of user-generated content, videos create a unique listening opportunity for brands, since reviewers often put their heart and soul into their efforts. “The more you listen and heed users’ comments to strengthen your brand, the more valuable the conversation will become,” Courtney advises. 
Ford Turns to the ‘Crowd’ for New Fiesta Ads in 2014

Four years ago, the Ford Motor Company brought out the Ford Fiesta subcompact with an innovative program that recruited young drivers – members of the target audience for the new car – to help introduce it through blogs and other social media. Now, that effort is being expanded into the realm of marketing as Ford plans a crowdsourcing initiative to create advertising for the 2014 Fiesta. Executives of Ford plan to announce on Tuesday morning, at a session of Social Media Week in New York, that they intend to recruit 100 socially-connected consumers to produce a year’s worth of advertising for the next Fiesta, which would begin appearing in the spring. Information about the initiative will be available on a special Web site, The would-be Madison Avenue ad executives will be asked to create video clips that could serve as commercials, on television or online; digital ads; ads for social media like Facebook and YouTube; and even ads for magazines and newspapers.Crowdsourcing as a way to create advertising has been a popular trend for several years as marketers seek to take advantage of new technologies to forge closer ties with consumers. Ads created by consumers have even appeared in high-profile venues that include the Super Bowl, for brands like Doritos and Mennen Speed Stick, and during episodes of “American Idol,” where Coca-Cola ran one such commercial, with a Valentine’s Day theme, on Thursday. Automotive brands have also taken part in the trend, among them the Chevrolet division of General Motors, which ran a crowdsourced commercial during Super Bowl XLVI last year.
But looking to nonprofessionals to come up with a year’s worth of ads is unusual, if not unique. “This is Ford’s first completely user-generated campaign,” said James Farley of Ford. Although “there are some risks,” Mr. Farley acknowledged in a phone interview last week, he likened the experiment to the leap that marketers took decades ago with a new medium called television. “There are new rules, new things to learn about,” said Mr. Farley, who is executive vice president for global marketing, sales and service and Lincoln. For instance, Mr. Farley said, “if you ask people to help you produce advertising, they expect to see what they do without a lot of filters.”"You have to be extremely careful about providing too much help,” he added. That was a lesson Ford Motor learned in 2009, Mr. Farley said, when the company introduced the Fiesta by giving cars to 100 young men and women and asking them to share their experiences on blogs, Facebook, Twitter and YouTube. “We had a traditional ad campaign, and we had a digital ad campaign we created with them,” he said, and the latter ads were “a little overdeveloped; they sounded like a company trying to be young.”
This time around, for what the company is calling Fiesta Movement: A Social Remix, 100 young men and women will be lent cars, this time the 2014 model. Some will be alumni of the Fiesta introduction, some will be new recruits and some will be celebrities. Just like the original version of the Fiesta Movement, the drivers of the cars will be supplied with gasoline, insurance coverage and equipment like cameras, then asked to complete tasks (“missions” in Ford parlance) that involve the cars.
And just like last time, the participants will be asked to share their experiences in social media. But this time, the content they create will also be the basis for Fiesta ads in other media. Although there will be “zero” professionally-produced ads for the 2014 Fiesta, Mr. Farley said, that does not mean the ads will be of less than professional quality.
“We’re going to shape them to be a Ford Fiesta message, not just ‘We’re having fun on the dime of a big company,’ ” he added.
As for the professionals at the advertising agencies that work with Ford, among them units of WPP like Team Detroit and Hudson Rouge, cry not for them. They will continue to create campaigns for other Ford and Lincoln models.
Mr. Farley declined to discuss what the company would spend on ads to be based on what will be created by the participants in the next installment of the Fiesta Movement. But, he said, the money saved on production costs might be added to the budget.
During 2010, the first full year of introductory advertising for Fiesta, Ford spent $102.9 million in major media to promote the car, according to the Kantar Media unit of WPP. Ad spending fell to $42.8 million in 2011.
During the first nine months of 2012, ad spending totaled only $2.1 million, compared with $40.7 million during the same period of 2011. The decline reflects Ford’s intent to ramp up spending again in 2013 to promote the major changes in Fiesta for the 2014 model.

Der crowdsourced Burger von Mc Donalds

Razorfish Germany "My Burger" from VivaKi on Vimeo.