Branding & CGM

The thought of consumers creating branded content is daunting for c-level executives everywhere. Consider the campaign for the Chevy Tahoe. The infamous Tahoe campaign allowed users to submit their own video of the SUV, which in theory was to support the brand messaging. CGM then reared its ugly head when a group of environmentalists submitted an anti-Tahoe video. The fact that CGM is about two-way communication, rather than the traditional one-way communications used in brand messaging, means that the branding message must be a true reflection of consumer perceptions.
HP has recently launched a CGM element of a their larger "Making the Computer Personal Again" campaign. The title alone evokes thoughts of consumer customization. The CGM element allows users to upload a personal photo and create their own commercial. Users also are able to select from a variety of interests including sharing photos, IM, listening to music, etc... The end result is a CGM video that can be posted to the user's blog or web site.
Through this element of this campaign, HP has given users the feeling of CGM while controlling the actual content (outside of the user's photo). Combine that with the fact that the messaging is consistent with the other media channels and you've have all the elements of a successful ad campaign.