• by Tom Siebert , November 8, 2006

JVC Company of America is the latest marketer to invite consumers to "Create Our Commercial," the electronics maker's new campaign, which asks the wannabe Joe Pytkas to submit 30- to 60-second videos that pump JVC's image.

The goal is to increase awareness of the company's recently launched Everio hard drive camcorder product line, which is touted as simplifying the editing process. The winning spot will air on the Spike TV network, with a variety of runners-up awards. The contest closes Dec. 31, and winners will be notified a month later.

"Obviously, consumer-generated media and online video and sharing sites are huge. But the appeal for us is that this is actually a great way to use our product," says Karl Bearnarth, senior vice president, JVC. "With the Everio, all a customer needs to do is use the camera, and we provide the software to drag and drop video."

JVC is partnering with online video-sharing site VMIX, which will host the videos and allow visitors to vote on each video and leave comments at the VMIX site. The ultimate winner will be chosen by JVC and VMIX from among the top-rated finalists--judged on creativity, originality and adherence to the topic.

Where is JVC's ad agency in all this? JVC's marketing department came up with the original concept for the campaign and contacted VMIX about partnering in its execution. Creative concepts and design of an accompanying interactive game, as well as print and online advertising for both game and contest, were executed by the Morristown, NJ offices of Aspen Marketing Services. Media planning was handled by NetGain, the interactive division of Minneapolis shop Bolin Ideas.

"What we're trying to encourage people to do is share video; our product is what the goal of YouTube in the legitimate world should be: People creating their own content and sharing it with friends, family, the world," Bearnarth says. "We see a huge advantage with a hard drive camcorder to share video, and this campaign with highlight that."

The contest has been launched in tandem with an interactive online game called "Cutting Room Floor," which invites players to edit clips.