With all the talk lately about quality, amateurism, who-should-be-doing-what-and-to-what-extent, mixed with ripping off, ownership and other elements of style, one of the latest entries into the increasingly ethereal, indefinable Web 2.0 seems to make all these discussions terribly moot as the evolution of user generated content continues to grow in directions ever harder to predict — much less control — and further increasing the gap between generations, not of age, but of standards and practices, leaving one group of people screaming in the distance while the other moves forward. Or at least sideways.
Zooppa, a contest-structured, community-based web site that connects companies with users eager to create videos and share advertising concepts may not be the industry revolution it claims to be, but it does present an alternative to the typical advertising model. Actually, it presents an alternative to the alternative user generated advertising model we’ve seen arch in the last couple of years from groundbreaking, viral-hungry idea to a stale, viral-hungry — exploitative (to some) — idea of brands engaging their audience. You may recall our discussion about Converse, where they asked willing participants to create videos about the iconic shoe to the tune of 1,500 submissions. A success by bottom-line standards, but not by creative ones, as Converse gulped the rights of every single submission and only forking over cash to a small percentage of the entrants. Then, the venerable Chevrolet, with its “An American Revolution!” modus operandi decided to open the :30 TV spot to users — as a product placement extension in Trump’s The Apprentice — providing clips of their gas-guzzler, the Tahoe, that could be edited at will with text (and sugar) on top. With 30,000 submissions, the idea was a case study in the making, even with (or perhaps because of) the numerous parody, off-brand videos that some users submitted.
These are just two of the more visible examples of this trend, but cases of other minor players in varied industries gunning for free creative work, under the guise of user empowerment, are common. What is consistent about these, and what makes them feel a little dirty — and stink of spec (again, to some) — is that it’s always The Company (The Man, The Brand, whatever you want to call it) asking for your ideas, even if an advertising agency prompted them to this approach. It’s the glass half-empty scenario of the faceless, multi-million company taking advantage of the little, gullible guy or gal that gets creative knickers around the world in a bunch. This is where Zooppa comes in, as a friendly intermediary. Fighting for the good guys to boot.
The self-proclaimed “First Ital-American start up about advertising,” Zooppa is a high-energy, publicity-happy endeavor created by Italian-based (Treviso to be specific) H-Farm, a “center for research and innovation in technological and new media fields,” and whose “H” stands for “Human.” Zooppa — the name is a combination of “soup” and its Italian counterpart “zuppa” — works as a conduit for companies looking to benefit from the infective potential that a social community like this one can foster by hosting contests where Zoopers — a fancy word for registered users, but part of the site’s unique linguistic world — can contribute videos, storyboards or written concepts that are then voted upon by the growing Zooper population, with the largest vote-getter receiving a grand prize (disclosed from the beginning) that ranges anywhere from US$1,000 up to US$8,000. Oh, except that here they are called Zoop$ but, unlike Monopoly money these have a 1:1 ratio to real money, that you can only claim after you earn 1000 Zoop$. Runner-ups also get money. What I still haven’t figured out, and perhaps there is nothing to figure out, is what happens to the winning video? There are no TV promises, no web galleries. The winners, and the company, are simply content with the process and the potential of viral fame. But so far, I am guessing this is all still iffy and prone for spec and exploitation accusations for those that feel offended by this sort of thing. However, there is something different about Zooppa. It doesn’t exist simply to host contests and pass money from one party to the other, with some of it staying in their hands. Zooppa is fully invested in the process and in kick starting its community. This is cleverly embodied by a screaming, long-haired, heavy-accented dude that goes by the title of BigZooppa.
Not only is BigZooppa the face of the web site, he is probably the most effective Art Director I have seen in a long time. He sets up every contest — and there aren’t many, so it gives the sense of quality over quantity — with a unique video for each client that serves as an animated, caffeine-laden brief. (Luckily, you can also download an actual brief that you can read in your own, non-invasive voice.) From there, you can decide whether you want to create a video and upload it (probably the most fun option) or you can submit a concept that others can build upon… A feature that blew my mind and where I conceded that Zooppa was on to something unique. The ideation and concept phase of any project can be one of the most arduous and is what (I think) separates the great from the good. And here you have a public brainstorm session available to anyone willing to rollover an image (which serve as mini moodboards). Granted, this is not a rigorous process and some of the ideas are not groundbreaking, but neither advertising nor graphic design have ever embraced an open source approach. On the contrary, being secretive and protective is the only way to keep an edge over the competition. With the tools of the trade now widely available and embraced, it was down to our intellect and imagination to separate us from those dreaded amateurs, but when this part of the process is served free, then we might start running into trouble. Oddly enough, in its laid back attitude, Zooppa feels harmless. And wildly entertaining.
Our friend, and sometimes programmer, Su, had sent me an e-mail about Zooppa over the weekend and despite having limited time and attention span (what with the baby and all) I spent most of the afternoon going through the site. Unlike YouTube, where browsing is an act of arbitrariness, Zooppa’s content proved fulfilling as responses to actual briefs and companies, that I could judge them against something tangible and within a simple expectation that is increasingly evident: People want to create, they just need an excuse. The context might not be ideal, the process faulty, and the result subpar but we are experiencing an age of creative generosity — yes, fueled by the possibility of internet fame or a one-in-the-thousands chance at financial compensation — that should be absorbed and enjoyed not marginalized and feared. Contests, in their myriad shapes and forms, have turned creativity into a competitive sport — see Threadless and see the lack of people bashing them for exploiting anyone, despite their financial success — where people are willing to play along on their time and dime. It’s inevitable, there is a need to make that we impose on ourselves. Contests are just an incentive. Do the means justify the end?
I find this an interesting topic. I work at a company that creates software for creative professionals. We occasionally get things that we'd like to give away to customers, but don't have a very decent way of choosing someone. For example, every year we participate in the HOW Design conference. This year we were given a full conference pass to give away as a thanks for our participation and promotion of the event. We want to give this to one of our customers or readers of our blog. So, what better way than a contest? We don't plan to use the items created from the contest for any other purpose than deciding who we'll give the free pass and other prizes. We might post interesting items submitted as contest entries on our blog, but if anything that would just be good promotional material for the people submitting. It's what I hope is a win-win. Well, check it out if you get a moment: http://blog.extensis.com/?p=595
On May.22.2007 at 06:00 PM