JVC is jumping on the consumer-generated video phenomena with a campaign that lets consumers create a TV ad promoting the company while driving awareness for the Everio camcorder.
The company is drawing on the “inner film producer” for its Create Our Commercial campaign. Amateur and professional videographers can submit 30- to 60-second video clips that portray JVC’s image to VMix.com/JVC to drive awareness for its Everio hard drive camcorder product line. VMIX, an online video sharing site, will host contestants’ original videos.
Visitors to the VMix.com/JVC Web site can rate and comment on each video and JVC will judge the top 20 videos before announcing a grand prize winner. The winner will receive $2,500 and watch their JVC self-produced commercial air on Spike TV on a date to-be-determined. A second prize winner takes home a JVC Everio camcorder. The contest ends Dec. 31.
“We wanted to boost awareness among a younger demographic for both our brand and the Everio,” said JVC spokesperson Terry Shea. “With young children these days creating videos online and sharing them, we wanted to tap into that demographic.”
To further promote the Everio, which allows consumers to save video recordings on a computer’s hard drive, Wayne, NJ-based JVC Company of America introduced an interactive online game called the Cutting Room Floor. The game is featured on VMix.com/JVC and lets players edit and paste seven clips together to tell a complete story. Voice-overs, music from several genres and creative elements can be added to enhance the experience.
Aspen Marketing Services, Morristown, NJ, handles. Banner ads on podcasting Web sites and print ads in publications targeting amateur filmmakers support. Online materials and p.r. efforts also support.
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