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It's a brave brand that solicits user-generated content for a TV campaign, and it's a braver one still that challenges Australians to an eating competition, but that's exactly what Cadbury's Picnic chose to do for its latest ad campaign. The itsnopicnic.tv site turned users' webcams into an online film studio, where they filmed themselves attempting to eat a Picnic in just 30 seconds.
Once users had demonstrated their chocolate-munching prowess on camera, the Picnic ad generator added a pre-recorded voice-over. Most UGC campaigns see just a small selection of submissions used in the final campaign, but thanks to the volume of submissions, Picnic was able to broadcast over 200 unique ad executions on TV.
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