Mashups by the Masses

User-generated content. Consumer-generated media. Mashups. Whatever the buzzword du jour, it’s starting to become the cornerstone of the Internet experience.

Every day, people put their spin and creative touch on existing content, stitching and mashing it together to create one collective piece where creativity and collaboration unite in perfect harmony.

A prime example of this interactivity comes from a Japanese artist, Sour. In Sour’s latest music video, the song itself takes a backseat to the visual story. In this case, dozens of fans use web cams and video chat to interact with each other and participate directly in the creation of content. Sour’s completed piece is not just created for the fans; it’s created by the fans.  

A couple of years ago, mashups weren’t something the public could easily create. Thanks to cheaper and more accessible technology, open source software and broadband, creating content is as simple as a few mouse clicks. Also, the cost of releasing and distributing content online is extremely cheap if not free, making the process even easier.

Since consumers now have a means to participate in the branding efforts, some companies are taking advantage of their creativity to champion their brand. Companies like Axe and Microsoft use the site current.tv to encourage conversation. The partnership is simple; clients brief consumers and give them the opportunity to create and release their own ads. Viewers democratically pick their favorite ads and the winners receive cash, airtime on current.tv, and Internet fame. The result? Consumers get a voice, brands get the work done for them, and everybody wins. 

Still, some companies fail to acknowledge the voices of consumers. Snckrz.com was a highly successful interactive fan site that allowed users to customize their own Snickers logo. When Mars Inc. discovered that the creators were not just fans but actually employees of a different ad agency, Mars issued a cease and desist. Refusing to allow consumers to personally connect with a brand is baffling, as content creation is a sign of a healthy brand. By killing the site, Mars killed the fun and the momentum consumers were building.

Now, perhaps more than ever, it’s a necessity to involve consumers in the conversation by letting them actually drive the dialogue. By taking advantage of user-created content, brands let the consumers do the talking for them. What could be easier than that?