User-Generated Advertising Comes to the iPhone

20th Century Fox Asks Users to Reskin 'Tap Tap Revenge'

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Take images of Megan Fox and use them to customize the look of the most popular iPhone game. Hmm ... sounds like it might appeal to 15- to 34-year-old guys.

Yeah, that's what 20th Century Fox is hoping. The studio tapped Tapulous, the company behind the most popular iPhone game, "Tap Tap Revenge," to run what it says is the first user-generated-content campaign on the Apple handset and help it target a demographic "sweet spot."

To plug the darkly comedic horror flick "Jennifer's Body," the campaign asks people to come up with the best visual theme for "Tap Tap Revenge" using images from the movie. For the game's background, users can choose from a gallery of movie stills, most of which feature the film's provocative star, Megan Fox, plus a palette of colors and shapes to help fill in the rest of the game's visual canvas. The more artistically inclined can download a file containing additional movie assets. Popular vote will decide the winner, and the finalists will be crowned a day before the contest ends on Sept. 10. Besides bragging rights, prizes include computer hardware such as a large tablet and a portable hard drive.

Tapulous refreshes "Tap Tap" every week with new visual themes that match a hit song, and the company says users anticipate the weekly unveiling of the new music and theme. Next week, just days ahead of the movie's nationwide release, "Jennifer's Body" will be the game's theme, paired with the song "New Perspective" by Panic at the Disco.

But you don't need an iPhone or iPod Touch to enter the contest. You can go to Tapulous' website to submit an entry, and the company said no special design or artistic skills are required. Tapulous has lofty goals for the campaign: Co-founder and Chief Operating Officer Andrew Lang said he expects the "Tap Tap" release featuring the "Jennifer's Body" theme to get at least 5 million game plays, on top of tens of thousands of contest entries.

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