TV Commercials Showcasing Terrible User Generated Content

User generated content is now everywhere and it seems companies are using it more and more in TV commercials just to look cool or to highlight the fact that it's UGC content as if that makes them hip. In just one night of watching TV, I saw commercials by McDonald's, Geico and some mattress company all using UGC content or filming the video in such a way to look like user generated content. And we all saw what Doritos did with UGC content during the Super Bowl half a year ago. A commercial that would have never gotten any publicity if Doritos didn't highlight the fact it was user generated.

The McDonald's commercial in particular highlights on the screen the fact that the video was "actual user generated content" featuring two kids rapping about McNuggets outside of a store. It's the most annoying commercial ever and companies need to remember that a commercial is about the quality of the content. That's rule number one. Just because the content you use might be user generated, it does not make it quality content. I'm sure someone will say that McDonald's did a good job marketing wise as I now have remembered their UGC commercial and their brand. Yes, I remember it alright. I remember that when I see it, I change the channel.

Comments

[Mark Schoneveld]

Interesting that you say, "... I change the channel." I think you're missing the point on CGM. People aren't watching these ads on TV. TV is old school, mate.

[Dan Rayburn]

TV is old school? Being that nearly 100% of the content and programming I watch is only available on TV an not on any other platform, old school or not, it's still the only device carrying the content I am looking for.

[Don N]

New is not always better. As you have illustrated with these UGCs. TV may be old school, but like newpapers, it won't disappear. Dan the fact that you said "...only device carrying the content I am looking for." means there is hope for UCG. Hope the day comes when we will get to targted content that comes looking for you and with similar (or better) quality and quantity production than TV.

[JJ Bugs]

Dan, I think your missing the point. This UGC wasn't made for you. It was made for kids like the ones in the video. With that said, it hits it out of the park. Well done and funny. Makes me want some Mac-N-Don's too.

[Dan Rayburn]

Maybe the McDonald's one is targeting kids, but the Geico insurance one isn't, nor the one by the mattress company are targeting kids at all.