When H.J. Heinz Co. unveils its $57,000 ketchup commercial contest winner on Sunday, the food producer wants to keep egg -- and ketchup -- off its face. Entries from 15 semifinalists show the company's predisposition to favor folksy, goofy, and polished videos.
That wasn't necessarily the case earlier this year after some strange or unsavory contest entry videos popped up on YouTube. One video, "57 Uses for Heinz Ketchup," suggests product uses, including shampoo, shaving cream, thirst quencher, and paint. The gross-out factor notwithstanding, Heinz says it received more than 4,000 qualified entries.
Despite the potential risk for embarrassment, Heinz and other companies still embrace these consumer-generated contests and media. Heinz is planning a second contest next month, offering another $57,000 prize and an opportunity for the ad to air on national TV.
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