MobileMonday Global

^{Let consumers create advertisements} T-Mobile goes for user-generated Sidekick ads

Current.com promises to pay one thousand dollars for the user generated ad chosen by the advertising customer. The payment goes up to USD 60,000 if the ad is used elsewhere.

Like L'Oreal, Sony and Toyota before it, T-Mobile USA Inc. is back for second helpings of user-generated ad spots from the contributors at Current.com.

The mobile-network operator posted its program Jan. 7 on Current.com to help promote its two Sidekick handset products, the LX and the Slide, which were launched back last September, reported RCR Wireless News.

"The Sidekick audience is incredibly tapped in, very socially engaged people and users," said Melinda McCrocklin, marketing manager at T-Mobile.

"So we wanted to reach out to those outlets [MySpace and Current], and give them the opportunity to tell us how Sidekick is part of their lives."

This is only T-Mobile's second ad, Toyota has done four ads, L'Oreal five and Sony is on its sixth with Current.com, which does not accept banner ads.

From Septmber 2006 to September 2007, Current reported 151,000 unique visits, according to ComScore. But that number has increased three-fold since then, said Current spokeswoman Shannon McPhee. An overwhelming majority of the Web site's visitors (9-to-1) say they prefer watching VCAMs to regular ads, added Jodi Lipe, VP-marketing, Current TV.

Current allows its partners to use the ads across multiple mediums, whether in print, online or as a trailer. L'Oreal already has taken advantage of that, and McCrocklin said that in T-Mobile's instance, the target demographic necessitates multiplatform exposure.

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