Recently the NFL chose to create new ads for the 2010-2011 Playoffs that didn’t feature players, teams, or coaches, but featured the fans… specifically the fans’ own YouTube videos.
This is interesting because it involves two major points about marketing in this social media driven surge.
First, we see an acceptance by the NFL that the fans are just as important as the teams and players. By placing the fans in their promos instead of famous players, the NFL is saying that we, the fans, are just as much the stars of the game as any player on the field. This reflects the core of what the social media movement is doing in today’s marketing world, it’s all about the fans of your product and making them happy. To see the NFL making a step like this really shows how major companies/institutions are finally adopting this mentality.
However, there is a concern about the NFL’s fan video driven promos. The fans’ videos were taken off of YouTube, produced into the promos, and the fans were not compensated for the use of their videos. The begs the question, do you own the rights to your amateur videos on YouTube?
What’s your verdict?