Monday, December 3, 2012

Two Nice Uses Of UGC From Brands - AT&T and EE

EE is the name the recently launched 4G brand from the owner of Orange and T-Mobile.  They & their agency, Poke, have leveraged the huge UK viral hit Fenton (JESUS CHRIST IN RICHMOND PARK) as part of their comms around the speed of their 4G network.  They've taken the original video and 'Remastered it' in epic form.  Users can switch between the original video and the “Fenton 4GEE Remaster” on the EE YouTube channel.  The premise is that everything on YouTube looks amazing on the EE 4G network.  The video will also be featured in the EE retail stores and feature heavily across all of the 4GEE digital activity.  Whether the remastered version actually demonstrates the speed of their network is up to you to decide, but it's a clever way to leverage the success of the UK phenomenon that was Fenton.


AT&T (another telecom company in the US) is also using UGC to promote their 4G network.  In this case, AT&T (and their agency, BBDO NY) took a piece of user generated content that had been making the rounds on YouTube called 'Hello' and used it as the premise for their latest TV commercial.    In the original video was from a high school football scrimmage and showed a player doing a flip over a defender.  As the video description says:

'Hello" demonstrates an amazing moment being shared across the country on the nation's largest 4G network, AT&T. It starts as an amazing football play seen by a few people. But once posted, it becomes a moment the entire country can enjoy, and something that builds to an introduction our hero will never forget.'
Personally I find this a much more believable use of UGC in a branded context as it naturally reflects the way that people view, share and discover new content while also positioning AT&T in the middle as the facilitator/service provider through their 4G network.