Ukoko

One of the big disappointments with marketing that incorporates user-generated-content is that it rarely seems to resolve into something worthwhile for the users. Far too often it’s reduced to a competition: “make a film, win a prize” or “send a picture, win a prize”. Hardly imaginative, especially considering that those who regularly conrtute to Flickr/YouTube et al do it to share rather than compete; they are part of a community where the only opinions that count are your friends and peers, not the opinion of a selected-panel-of-judges.

But the Nokia Global Animation project executed by Universal Everything is one of the few exceptions to normal UGC marketing ideas. Nokia Global Animation project is, on the surface, a regular user-generated-content project but what makes it different is it’s inclusive aims, making all contributors part-of something bigger. Every contribution makes small but important difference, and, while I’m sure the images may be moderated, there won’t be one winner or, more importantly, any losers.