Why Read This
User-generated video contests help marketers listen to and energize users and provide them an inexpensive source of promotional video content. But contests can require significant time and money and don't always succeed. Interactive marketers who plan to run video contests should focus first on the "three P's" — premise, prize, and promotion — before choosing a vendor, getting executive buy-in, and working out a measurement plan. Forrester has compiled a checklist to help marketers get the most from their online video contests.