• by David Goetzl , May 9, 2007

A recent sponsorship of a VH1 show raises an intriguing question. Will growing numbers of amateur producers distributing on YouTube be able to tap into the product-placement boom? Could a teen turning his or her garage into a production studio and cranking out short clips that draw a following get Slim Jim to pay for it?

Possibly. For one, marketers are increasingly fascinated with user-generated content as the recent opportunity for Joe Producer to create Super Bowl ads attests. And second, they wouldn't have to pay "American Idol-"type prices for the opportunity.

To be fair, a version of this amateurs-approach-Madison-Avenue scenario has already occurred. Last year, a couple of hometown entertainers/jokesters created compelling videos showing the jaw-dropping geysers that result when a Mentos is dropped in a two-liter Diet Coke bottle. At first, Coke pooh-poohed the videos that became viral hits and the subject of a Wall Street Journal article. Then the marketer reversed course, signed the pair to a contract, and started touting its wizardry.

Perhaps the most plausible flow chart would include an amateur posting a video that incorporates a brand, then hoping the marketer catches on and forks over some compensation. That's an alternative to a producer pitching a Magna Global beforehand.

The recently launched "Acceptable TV" on VH1 might serve as inspiration.

The clearly YouTube-inspired show features shorts created by network pros and others devised by viewers. But the styles are similar, in that the shorts created by the pros can take on the feel of a homemade stream.

Amp'd Mobile, a marketer of broadband wireless services targeted at 20something, young-professional types, is a sponsor. And part of its deal includes product placement in some of the professional videos. One is called "Who's Gonna Train Me," about a clownish boxer searching for a trainer for an upcoming prizefight. It appears to be a reality TV spoof, as he comically finds ludicrous ways to eliminate contestants. A recent competition included the use of Amp'd Mobile phones--one of the top product placements of the week, according to measurement firm iTVX.

The content is irreverent, funny and edgy, particularly with its liberal use of language typically not used on TV. But it's the type of image Amp'd is no doubt amped to be associated with.

The fit is demonstrated perfectly when an older character, "Frank," who looks like a trainer straight out of a malodorous gym in the 1950s, is kicked off. With his wool hat and gray sweats, he's far from the Amp'd target--a point driven home with his asking "What the (bleep) is Amp'd Mobile?" His cluelessness delivers a message about the brand's would-be cutting-edge status.

Despite being created by the pros, the "Train Me" short has the feel of a You Tube or other suburban-garage creation. If it had been done by an amateur, Amp'd might have found it and explored a way to link in. As it stands, it's a creative attempt by the marketer to connect with user-generated content; it's just not quite UGC.