This is old content! The Womnibus Blog has been retired. For the new stuff, visit 
Heinz's CGM Contest: Ketchup Users Gone Wild
So what did Heinz do when ketchup-loving consumers presented it with CGM videos that used the condiment in strange and bizarre ways, doing things the brand's ad agency would never get away with? In spite of the fact that consumers are having their way with its brand, Heinz is rolling with it and continuing with its CGM commercial contest like it's business as usual. Whether or not Heinz finds that loosening its control of its brand was cringe-worthy or worthwhile notwithstanding, the company is certainly finding out how much people have to say about ketchup.
Heinz's "Top This! TV Challenge" appealed to users to create 30-second commercial spots. The deadline for submitting is Aug. 6, which might be a good thing, as Heinz's amorous fans are running out of appetizing things to do with ketchup. Recent submissions include video of people spreading ketchup on their skin like lotion, brushing their teeth and shaving with ketchup, and using ketchup as acne cream.
Heinz used the labels on ketchup bottles as well as the more mobile ketchup packets emblazoned with contest taglines to do its talking promoting the contest, which generated more than 1,200 valid submissions thus far -- a roster that includes the not-so-appetizing entries. Once the deadline has passed, Heinz will launch labels that encourage ketchup-users to visit TopThisTV.com to vote for their favorite submissions. Winning ads will be televised nationally.
Learn more (MediaPost)
Learn more (Reveries.com)
Learn more (TopThisTV.com)
1 Comment
Add your own
There are now over 2300 entries, perhaps 2500 by the deadline. With so many videos being made, and sent to friends & family to watch...and the number of Heinz bottles bought to make the commercials...could it be that the contest itself is the advertisement? I agree with the article, running out of ideas. Although there are still some good ones being submitted at the end. I hope the company hired to evaluate the videos has been categorizing them from the start...if not, they have 21 hours of viewing just to watch the first pass for all of them.