15 minutes of Web fame is turning into 15 seconds of TV ad fame for some consumers as a couple of big advertisers, KFC and Geico, mine sharing sites such as YouTube for video to use in commercials.
On Tuesday on American Idol, KFC was going to air an ad built from snippets of consumers’ Web videos. The ad, called ‘Celebration,’ shows people pumping fists, flipping, jumping and generally going bonkers, ostensibly for the chain’s new menu of chicken with no trans fats.
KFC evaluated 400 videos and got approval to use 35, before making the final cut to clips from 13 people, including a vegetarian.
‘The idea of using consumer-generated content and putting together a bunch of unrelated videos to tell one story was so exciting we wanted to move on it,’ says James O’Reilly, KFC’s vice president of national marketing.
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