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Court Allows Dentist To Sue Writer Of Bad Yelp Review
A California court is allowing a dentist to proceed with a lawsuit charging that a couple defamed her with a review on Yelp. The defendants had posted a review saying that the dentist used laughing gas on their four-year-old son and filled the tooth with an amalgam containing mercury. The dentist said the review caused her emotional distress.
Commercial Break - Revisiting the Chevy Apprentice Campaign
GM's famous 2006 Chevy Apprentice user-generated advertising campaign has long been regarded as a failure because of the disruptions caused by environmentalist critics. Now Wired challenges that conventional wisdom by documenting the big jump in Tahoe sales following the campaign. This experiment wasn't a failure; it was a huge success. Which just goes to show that negativity isn't always such a bad thing.
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Once Tahoe-bashers discovered that Chevy had handed them a bully pulpit, they quickly went to work, posting attack ads on the Chevy site and spreading them to YouTube and other outlets. It didn't take long for bloggers and reporters to realize that something weird was going on over at Chevyapprentice.com. At first, everyone assumed it was just another case of a big corporation not "getting it" about the Internet. Then, when the ads weren't yanked down immediately, they figured Chevy was too clueless even to notice what was happening on its own site. Only gradually did it dawn on people that Chevy had no intention of removing the attack ads.
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BY ANY OBJECTIVE MEASURE, the Tahoe Apprentice campaign has to be judged a success. The microsite attracted 629,000 visitors by the time the contest winner, Michael Thrams from nearby Ann Arbor, was announced at the end of April. On average, those visitors spent more than nine minutes on the site, and nearly two-thirds of them went on to visit Chevy.com; for three weeks running, Chevyapprentice.com funneled more people to the Chevy site than either Google or Yahoo did. Once there, many requested info or left a cookie trail to dealers' sites.
Sales took off too, even though it was spring and SUV purchases generally peak in late fall. Since its introduction in January, the new Tahoe has accounted for more than a quarter of all full-size SUVs sold, outpacing its nearest competitor, the Ford Expedition, 2 to 1. In March, the month the campaign began, its market share hit nearly 30 percent. By April, according to auto-information service Edmonds, the average Tahoe was selling in only 46 days – quite a change from the year before, when models languished on dealers' lots for close to four months
Can User-Generated Content Generate Revenue?
EMarketer says user-generated content isn't a fad any more: "The number of user-generated content creators will rise from 77 million in 2007 to 108 million in 2012. The number of consumers of user-generated content will increase from 94 million in 2007 to 130 million in 2012." The similarity of these numbers would indicate that the majority of people who are consuming user-generated content are the ones creating it. Still, eMarketer sees ad revenues for the category exceeding $800 million by 2012.
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