The California State Fair is tapping into the consumer-generated content craze.
Organizers are running a contest in partnership with MySpace that asks people to upload video footage that could become part of its new TV commercial. The contest is one component of a $1.2 million campaign to promote the fair.
“We thought a campaign that incorporated our audience was a great idea and very relevant to the event,” said Jessica Dunning, media director for the California Exposition and State Fair. “We are the cultural showcase for California and wanted to create TV ads that represent the individuality and diversity of California.”
The theme of this year’s fair, “Big Fun,” is the starting point for people to develop home videos of family members or friends acting playful, silly or childlike to show that fun never grows old, the group said.
Participants can upload the content through June 15 at State Fair MySpace page at MySpace.com/CaliforniaStateFair.
In addition to having a portion of their video appear in a TV spot for the 2007 state fair campaign, the grand-prize winner will also receive $500 in cash.
“The California State Fair is where adults get the chance to act like a kid again,” said Norb Bartosik, State Fair chief executive officer and general manager, in a statement.
The new ads campaign carries the tag line, “I Won’t Grow Up,” and will be unveiled in July. It will also incorporate the song “I Won’t Grow Up.” In addition to the TV spots, the fair is being marketed through radio and print ads.
The group is promoting the contest through PR and local radio stations.
The fair, which draws close to 1 million visitors each year, will be held Aug. 17 to Sept. 3 at Cal Expo in Sacramento, CA.
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