Rather than try to second-guess what will appeal to the market, Dominic Conlon of Stampster.co.uk suggests brands and companies wanting to move into the mobile market space catch the DIY wave… “With the sector driven by the 14-24 age group, second-guessing the tastes of this mercurial bunch is a task for the brave or the foolhardy.”
However, almost all media has been seeing a surge to user-generated content, from reality TV shows to the blog explosion on the web, so it’s better to let the market create something good and then pick it up. Sort of the “million monkeys” approach.
“Also, for the younger demographic, the ability to share content is a key selling point — it reinforces social links. And the quirkier the content, the more popular it is. One of the most successful recent mobile campaigns was Pot Noodle’s “noodling” campaign, in which people submitted pictures of themselves or mates eating pot snacks in unusual places. This underlines the trend of people wanting to make content their own.”
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