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Tag archives: picnic

UGC based campaigns are still hot

on February 17, 2010 by Martina Comments

Aren’t we tired of campaigns based on UGC? I would say YES, but probably consumers have a different opinion, especially if you offer them to appear on TV as a reward for the (silly) things you ask them to do. In Australia, for example, GPY&R Melbourne challenged its audience to eat a Picnic in the space of a :30 commercial break. People filmed themselves and uploaded the videos on

The best videos have become part of the Picnic TV campaign, and have gone on air. According to Picnic PR people, over 200 different videos have been broadcasted on TV. The lesson for me here is pretty simple. You don’t have to be innovative to be successfully creative. You just need to give people what they want. And, for the time being, it looks like visibility is still on consumers’ wishlist…

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