This article was written by Colin Whitney, Creative Director at Mars Hill Group and BCG Communications.

The question is: Are you a part of the conversation?

Whether you like it or not, your brand is already interactive. Your brand may not be socialized, technically advanced or even accessible. But it is interactive.

How can this be? Well by definition a brand is what happens when enough people think and feel the same thing about a product, service, or organization.

Brands have always been interactive in the sense that people have always been a part of defining them. (more…)

An endless list of brands and agencies have handed over their creative reins to consumers to revolutionize the way we advertise. While you never know what you can expect with crowd-sourced content - critics are saying what you do get is not good.

Case study after case study will show you the user-generated content (UGC) contest that returned sub-par results, and will glaze over the truly original and terrific examples such as Doritos, Peperami and CareerBuilder as the exception.

What critics are neglecting in the continuous flow of what’s wrong with the Internet today dialogue, is the consumer. (more…)

Kimberly-Clark’s diaper giant, Huggies launched a new effort that taps into the entrepreneurial minds of moms for new ideas and ensures goodwill through a program that will provide venture capital funding. (more…)

Marketers and brands are looking for ways to save some cash as the economy is slowly getting back on its feet and the U.S. dollar seems to be worth less every day. In times such as these companies tend to tighten their belts and get their hands dirty by doing the work in-house instead of outsourcing. Social media is definitely a platform in which many companies feel they can handle it all on their own, however some things just shouldn’t be done in-house.

Bias
It’s hard not to take things personally when you’re on the payroll. If you can’t keep an open mind about feedback you are getting online - then it might be better to have someone less affected be responsible for it. (more…)

Kraft Foods has won over the hearts of Lacta chocolate lovers in Greece by building on its social media campaigns with a crowd sourced, 27 minute branded-entertainment film that let the audience make the calls.

Greece’s warm winter was bad for chocolate sales throughout 2009, however with the start of OgilvyOne Worldwide’s Love in Action campaign sales raised 0.6 per cent. Figures for the first quarter of 2010, when the campaign reached its height, are not yet available.

Love in Action started with a series of traditional television spots which invited fans to submit their own personal love stories with the possibility of them being made into a movie. In response, people posted 1307 stories, of which five finalists were chosen by Kraft and OgilvyOne executives as well as the project screenwriter, George Kapoutzidis. (more…)

Pantene Pro-V has recently introduced a new line of improved hair products that its comparing to finding Mr. Right for you hair. Pantene’s new customized solutions have inspired the company to ask customers to develop their own customized insights into selling the New Pantene.

Pantene is targeting women who are interested in getting beautifully styled hair that doesn’t look overdone. These women use shampoos, conditioners and styling products to get the style they want and believe their hair is an extension of their personal style. (more…)

Aflac, the company that over 50 million customers trust to provide supplemental insurance coverage for protection of their families has launched its first-ever user-generated content (UGC) contest as a part of its 2010 initiative, You Don’t Know Quack. (more…)

In its fourth year, Pepsi, Lays and Gatorade have joined forces to once again sponsor the user-generated content (UGC) contest Team up and Bring Home The Cup for amateur Canadian hockey teams to have a taste of the big leagues.

The contest is only open to Canadian residents and asks participants to submit their own story in one of three ways including either, an electronic video of no more than two minutes in length, an electronic photo and an essay of 250 words, or simply an essay of 250 words. (more…)

Nestle brand Skinny Cow is using its online fan base to raise money for the Marie Curie Cancer Care Foundation. The brand which mainly targets women is following up its previous campaign “Oh yes I can”, making social media its primary hub for marketing activity.

Founded in 1867 the Nestle Company has always believed that nutrition is the key to its company’s future. The company produces and markets a wide range of foods and beverages which satisfy many consumer needs - nutrient content, variety, pleasure and convenience - which all contribute to achieving a balanced diet and overall well-being. (more…)

National Eating Disorder Information Centre (NEDIC) and communications agency Zulu Alpha Kilo have just launched a provocative campaign on the heels of Eating Disorder Awareness Week in Canada. The project takes aim at fashion leaders and marketers and asks them to “Cast responsibly. Retouch minimally.” (more…)