One main characteristic abt new media is user-generated content, also known as UGC. At the new media conference I attended, there was a mention on how users are an advertiser's biggest and perhaps cheapest resource for content development, but the big risk is negative content that works against the company. One example shared was how Chevrolet 'bought' an episode from Apprentice, where teams had to 'sell' their new series to potential buyers. Aligned with that episode was an campaign where users were given free access to video clips of the new range of car to create ads. The video below illustrated how it may not always work out as planned by the company:
The qn is of course, how should we deal with negatives?
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