Turning it over

After having written the Marketing Management Survey for the June 11th issue of PRWeek it became abundantly clear that the idea of using consumer generated...

After having written the Marketing Management Survey for the June 11th issue of PRWeek it became abundantly clear that the idea of using consumer generated media was something weighing heavily on the minds of marketers at some of the largest brands in the world. And for all the obvious reasons—growing use of blogs and social media Web sites and tools—it should be.

But for brands who may be hesitant about turning over control of their brand to consumers, they can find two new examples of CGM-type campaigns being run by the leader in the QSR segment, McDonald’s, and one of the automotive companies that’s been getting it right for the past two years, Volkswagen. McDonald’s recently launched its McDonald’s moms’ quality correspondence through which six moms will get unprecedented access to McDonald’s through interactions with the company, its executives and vendors and blog about them afterwards. The posts will go up unedited on Mcdonaldsmom.com.

Volkswagen is launching the Touareg Adventure next week and will let consumers drive its new SUV, the Touareg 2, over and through mountainous terrain in Moab, UT. Consumers will be allowed to blog about and post pictures from their experience on Touaregadventure.com.

The goal of each of these companies is to sell more products. And with these campaigns they’re relying heavily on consumers to spread the word about what they liked and disliked about their interactions with the products and brands in order to help reach that goal.

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