Boston, MA (PRWEB) July 28, 2005
coBRANDiT, the world's first open-source documentary advertising agency, has announced a call for entries on its web site cobrandit.com. Consumers submitting short documentary ads about brands and products they love will be paid $50 for their effort. With the advent of simple and inexpensive video cameras and editing tools, consumers have become producers and brand marketers are increasingly interested in their output. Terms such as ÂConsumer Generated MediaÂ and ÂCitizen MarketingÂ have been used to describe the phenomenon now confronting brand managers--coBRANDiT seeks to provide a resource for this new type of commercial content.
Founded by cousins Owen Mack and Jesse Buckley, coBRANDiT documents Âreal life experience of the brand.Â Clients include PUMA and Pabst Blue Ribbon. The experiment makes sense for the beer, says Pabst brand manager Neal Stewart, because its recent resurgence was basically the result of a grassroots consumer phenomenon. ÂThe real hook," Buckley says, "is to have this kind of peer-to-peer advertising, where everybody is selling their experience as consumers." "They're not ads in the conventional sense," Mack continues. "They're conversations about brands, in 30-second bits. It's our belief that with the explosion of entertainment options, people will be interested in watching branded content made by others like themselves. " coBRANDiT content is designed for display online and in broadcast media.
Owen Mack: 617-823-9286
Jesse Buckley: 617-388-8165
47 Aldie Street
Boston, MA 02134
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