I wanted to share the video below because I thought it shows what is possible by allowing users to contribute content and engage with a brand. Century 21 created a “contest” where others could unleash their creativity and talents. My feelings are that they achieved two main objectives by using this strategy.
1) They reduced the cost of content. (Imagine what they would normally pay for “professional” videos)
2) Instead of advertising to their audience, they invited their audience to participate. (Think about it this way…If you or your house was on a video, how many people would you tell about it)
Enjoy the winning entry.