Hasta La Creative!

“After a three-month wait, Unilever will finally reach a decision in its search for an ice cream lover who would do anything for a Klondike bar.” So says Brandweek, but user-generated content is sooo 2006, I doubt anyone would care. But what do I know? Since June, KlondikeContest.com has received 500 videos and 123,000-plus votes, so someone’s paying attention. Story Worldwide handled the effort. I’d like to see a UGC campaign where the winner is the entry that gets the least number of votes—the very worst piece of drek. It’d shake things up, right? That’s probably why I’m not a CMO someplace. The Klondike entries are fairly amusing. Still, I prefer the Wacky Packages version of Klondike: Clodlike, the ice-cream bar that comes pre-melted. Clodlike! Classic.

—Posted by David Gianatasio