New York — Fifteen minutes of Web fame is turning into 15 seconds of TV ad fame for some consumers as a couple of big advertisers, KFC and Geico, mine sharing sites such as YouTube for video to use in commercials.
Tonight on "American Idol," KFC will air an ad built from snippets of consumers' Web videos. The ad, "Celebration," shows people generally going bonkers, ostensibly for the chain's new menu of chicken with no trans fats. KFC evaluated 400 videos and got approval to use 35 before making the cut to 13.
"The idea of using consumer-generated content and putting together a bunch of unrelated videos to tell one story was so exciting we wanted to move on it," says James O'Reilly, KFC's vice president of national marketing.
Geico, meanwhile, pokes a little fun at the goofy video craze in four ads that began airing recently.
They show video silliness such as jousting with mattresses or juggling in a human-size plastic cone.
In ads by The Martin Agency, Geico suggests that if consumers are online, they could spend the time more profitably by going to Geico.com and getting a rate quote for cheaper insurance.
"We say that Geico.com is so easy to use that's it better to do than watching that horrible content," says Ted Ward, Geico's vice president of marketing.
Using that content in 15-second ads, however, shaves about 75 percent off the near-$200,000 average cost for such a commercial and can be made in about a third of the time.
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