Current TV Taps Viewers for Sidekick Spots
Current TV, the cable television network that relies heavily on user-generated content, is partnering with wireless carrier T-Mobile for a second time in a contest to let viewers create video ads for a product in return for air time and a possible cash reward.
The new contest, which runs through Feb. 25, asks viewers to submit videos promoting T-Mobile’s new premium Sidekick LX model. Videos 30 seconds to 60 seconds in length can be uploaded to http://www.current.com/tmobilesidekick.
People whose submissions are selected by Current to run on its network will receive $1,000. T-Mobile also has the option to choose to air the ads and could pay the makers from $5,000 to $50,000, depending on where they’re shown.
A previous Current-Sidekick Viewer-Created Ad Messages (VCAM) contest last November focused on T-Mobile’s MyFaves subscription plan and produced several video spots that T-Mobile picked up for further distribution.
VCAMs have been part of Current TV’s ad programming since the network was started in 2005 by Al Gore and Joel Hyatt. The channel has featured more than 10 campaigns for its regular sponsors, including Sony, L’Oreal, PopSecret and Toyota, garnering 50 to 100 submissions per contest.
The youth-oriented Current TV network is available in 51 million households in the U.S. and the U.K. through distribution partnerships with Comcast, Time Warner, DirecTV, the Dish network, BSkyB and Virgin Media Cable.
