User-generated content, encouraging consumers to create advertising, promotional video clips is the current manifestation of Web 2.0. As the recent CNN presidential candidates’ debate has shown, reporters on TV may soon be displaced by citizens on YouTube.
Marketing messages that were once carefully crafted by professionals are now open to citizen/users. Among the blue-chip marketers taking following this trend are Chevrolet, Frito-Lay, Geico, Heinz ketchup, KFC, Mr. Clean, the National Football League and Verizon Communications.
Such appeal has come full circle in less that two years, with college students imitating the professional marketing people who were following the lead of college students. Fresno State, known nationally primarily for its football prowess asked their students to create video clips to attract applicants. The university called the contest the "I Am Fresno State Video Project," and put up the iamfresnostate.com web site.
Student Bryan Harley captured first place in the student video competition. Winning videos can be seen at college friendly video sharing platforms YouTube and MySpace. Check it out.