Do’s and Don’t of CGM

CGM, folks. That’s the new buzzword du jour. Stands for Consumer Generated Media. And most of the attention in regards to it has been focused (in the past week or so) on Chevy Tahoe’s recent promotion, which gave site visitors the editing tools to make up their own commercials for the big SUV.


Not surprisingly, many people chose to lambast and vilify the gas-guzzling vehicle on their DIY commercials. And here’s where all the marketers’ ears perked up. This campaign allowed people to crap on the brand? Yes, indeed!

In keeping with the punditry, Chief Marketer Magazine posted an article yesterday called “Learning from Chevy’s Make Your Own Tahoe Commercial.”

Interestingly, out of the three rules for CGM that the author professes, none mention the most important lesson: live with the negativity. If you are going to let voices be heard, prepare for some unexpected singing.

Anyway, the author chooses some different lessons to be learned:
1. Get the loyals working for the brand.
2. Invite consumers to tell their true story.
3. Build those stories back into the brand.

But allow me to point out a completely different way to allow for consumer generated media. The lesson doesn’t come from a marketing guru or publication. This lesson does not come from MBA professors or brand managers. Oh no. This lesson comes from a much more authoritative source: Page Six. Here is is:

THE subway billboards for the horror picture “Silent Hill” – featuring a mysterious young girl with no mouth – are the most defiled movie posters to come along in a while. Throughout the city, amateur graffiti artists are performing corrective surgery, adding sinister fangs, buck teeth, clown-like pie holes, Munch-style screams, Hitler mustaches and pacifiers where the spooky youth’s mouth has been left out. The Roger Avary film, about a missing girl in a haunted and deserted town, hits theaters April 21.

See? CGM at its finest. People making movie posters themselves.

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