Collaborative content creation is more fashionable than ever! As the 80,000 YouTube users who took part in Ridley Scott and Kevin MacDonald’s “Life In A Day” will testify …

The well-known endive brand, Perle du Nord, has decided to throw open its communication activities and allow the Web to create its forthcoming TV spot! The reward for the selected spot or spots will be a prize of €12,000 offered in exchange for the transfer of the TV broadcasting rights!

The Internet users are also being asked to vote for their favourite creations, while a panel consisting of brand managers and the consumer committee will be responsible for making the final decision. This initiative, which is fairly daring for a brand of endives, is already paying dividends. Perle du Nord has thus been able to benefit from its customers’ opinions to improve its packaging, develop its range of products and communicate about the company’s modern outlook. What’s more, it promises to do even more in the future.

Although it is now too late to submit your own creative work, do not hesitate to discover the many ideas that have already been put forward (more than 150) and cast your vote on the Perle du Nord Web site!

Nicolas Brunet, Transmedia Marketing Expert. Transmedia Lab.