User-generated ads kick off at Super Bowl - Creative Bulletin - Creative news by Email - Brand Republic

User-generated ads kick off at Super Bowl - Creative Bulletin - Creative news by Email - Brand Republic: "This Sunday evening, the Chicago Bears line up against the Indianapolis Colts in the 41st Super Bowl, America's flagship sporting event. But for marketers, the main point of interest will not be what is happening on the field, but what goes on during the breaks.

With upwards of 90m people watching, the Super Bowl has for decades been America's biggest advertising showcase. It's the place where Apple launched its feted 1984 commercial and Budweiser introduced its talking frogs. But some of this year's ads have a difference. Three advertisers - Doritos, Chevrolet and the National Football League (NFL) - will be using their multimillion-dollar ad slots to run commercials created by consumers.

This is a growing trend in the US. In the past year, user-generated TV network Current TV has experimented with make-your-own-ad campaigns for brands including Sony, L'Oréal and American Express. Dove recently launched its own contest in the US for an ad to be shown during coverage of the Oscars. A company called ViTrue has even been set up to offer advertisers a platform to develop user-generated ad campaigns. "