The idea that user-generated content is actually any good is humorously subverted in the latest US promotion for Newcastle Brown Ale, with a social-media-driven campaign inviting people to send in poor photos of themselves and embrace their mediocrity.
The thrust of the campaign is a tongue-in-cheek video explaining the stunt and requesting consumers help Newcastle "get people to actually drink our beer."
"We’re so good at beer marketing, we can turn any photo, no matter how boring, into an ad to sell Newcastle," the voiceover tells viewers. "Which is great because we’ve totally blown our marketing budget by paying celebrities to pretend to drink our beer."
The campaign invites users to send in their boring photos using the hashtag #NewcastleAdAid. The selected shots will be made into willfully bad ads.
The campaign is a sly dig at Miller Lite’s national TV ad featuring photos of real consumers that were selected following a social media call to action.
Newcastle’s own call to action tells viewers: "Submit your (mediocre) photos…and if you’re lucky, we’ll exploit your photos."
Earlier this summer, in similar tongue-in-cheek style, Newcastle offered consumers a $1 bribe to follow it on Twitter.
Company: Heineken USA
Brand: Newcastle Brown Ale
This story originally appeared on the website of Marketing.