Not sure how far to go with user generated content. Some insights re: viral marketing http://tr.im/yfKU from the LA Times.
Permission, alas, ruins it. Virality — that must-see, must-share quality that marketers so desperately want to capture — requires some transgression, Seger says, some stunt.
“Every Web job I’ve ever had,” Seger says, “they’ve said, ‘OK, let’s manufacture a viral video.’ You can’t do it because so many elements of luck and charm go into making something that doesn’t feel like you’re selling something.”
Marketers who would capitalize on user-generated content must also be prepared to let the inmates run the asylum.
