Friday, 13 July 2007

Gizmoz avatars to take centre stage at the MTV music awards

So it seems that the new animated avatar site Gizmoz have teamed up with Taco Bell to create a user generated advertising campaign which will apear in this years MTV Music Awards. Whilst there seems to be no prize money involved, this is a great opertunity to raise the profile of gizmoz at the same time giving Taco Bell an inexpensive advertising avenue that takes the user community under their wing.

The competition goes a little somthing like this. Members of Gizmoz use the sites to create an animated 3d figure based on a photograph of themselves, they then use the animated avatar to create a 30sec add spot for entry into the competition. I was a little sceptical when I first had a play with the Gizmoz technology assuming that it would not work quite as well as the demo clip, but it turns out the technology behind the site actually does quite a good job of compiling a 3d image of ones face and animating it with eyebrow and mouth movements to give life to the figure.

From an advertising point of view its quite a smart move from Taco Bells marketing department. By asking users to create a CGI ad Taco Bell can avoid problems such as shakey camera work, bad lighting, etc and thus ensure the quality (to an extent) of the entries. How well the final ad is received from the television audience doesnt really matter in this case, the true value of the competition is undoubtedly the time the content creators spend thinking about why they like Taco Bell and what they should say to appeal to new consumers.

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