Callaway Golf ran a campaign last week that coincided with the Masters Golf Tournament and invited viewers to craft their own banner ad. Visitors to ESPN.com saw a message that read “Performance gets attention. Write your own quote and have it seen on ESPN.com.” Those that clicked were shown a quote such as “I love these clubs more than I love ____” and encouraged to fill in the blank. The user was then connected to Facebook, where they could share a link with their friends that showed a version of the ESPN.com home page that featured the user’s banner and name.
Implications: Crowdsourcing banner creative is a new twist on a relatively old favorite. Many people jump at the opportunity to express themselves and show their creations to their friends; the brand benefits from the tacit endorsement they receive when someone posts a brand-related message in the social space. Though it was a good effort, this campaign could have been even better if the consumer generated ads were cycled into a pool of banner versions that everyone visiting ESPN.com had the potential to see, rather than being limited to those that were directly linked to it by the creator.
Cultural Macrotrend: Mash Creativity