• by Amy Corr , Staff Writer, January 29, 2007

Uber-traditional brands are embracing the user-generated content movement in droves. Chevy launched an online campaign encouraging users to create an ad promoting its 2007 Tahoe; Mentos sponsored a Geyser Video Contest; both the NFL and Frito-Lay want consumers to create Super Bowl ads.

Procter & Gamble Professional launched what it believes to be one of the first user-generated contests geared to the B2B audience. The campaign targeted copywriters, commercial artists, and videographers who work in the food-service industry. Their mission was to create a print or video ad focusing on the back-of-house cleaning and sanitation needs of their industry. Doesn’t sound too glamorous, but the winning contestant receives $1,000. Best of all, contestants had to recommend publications where the ad should run. That’s taking care of media planning and creative in one fell swoop.