User-Generated Content Gets Tamed

Why should kids with cell phone cameras be the only ones who get to have fun? ViTrue says it's got the goods to help marketers step into the user-generated content fray.

ViTrue provides tools for advertisers to create forums for user-generated ads, allowing them to let the user-generated genie out of the bottle while keeping it somewhat under control.

This past summer, ViTrue partnered with Moe's Southwest Grill, a 300-restaurant burrito chain, to launch an online community for Moe's consumers. Users created and uploaded their own video ads, and the community voted for a winner. The prize? Free burritos for life, says Reggie Bradford, founder and CEO of ViTrue.

ViTrue also partnered with snack-maker Lance Inc. for an online promotion that let users create videos for the company's "I got Lance in my pants" campaign.

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