Picnic is turning to the public and social media to create what
agency GPY&R Melbourne are claiming as av Australian-first user generated TVC
campaign.
The fully-integrated campaign directs people to
www.itsnopicnic.tv
where they can build their own
television commercial. The site urges people to attempt to eat a Picnic
in the time of a 30sec commercial, with the slogan "It's no Picnic".
The
website directs them through a step by step process to make their own 30 second
commercial spot. Users can upload/edit their footage, choose from a
range pre-recorded voice overs and personalise it with their name. Although people with unusual names might have to choose one that simply sounds similar.
The best submissions will then aired on national television, with each individuals commercial to be aired only once.
"It
is exciting to execute an Australian media first which integrates TV
and
online in a way that enables the consumer to bring Picnic It’s No Picnic
to
life,” says Catherine Kealy Business Manager, Carat
The
creator of the selected commercial will also be contacted informing them
of the
channel, program and time their ad is scheduled to be aired in the hope
they will generate some online buzz for their 30 seconds in the
spotlight.
