Dance Responsibly
Hi-NRG drink, an alcoholic ‘energy enhanced’ drink form Australia have added their tuppance worth into the consumer generated video arena with their new site Dance Responsibly. Starting off with three pretty funny videos about dancing in the wrong place at the wrong time (you can tell this is an Australian site as the odds of getting these on a US corporate site are low!), it then encourages you to load your own dance videos up on the site, in order to win $3000 AUD.
Looking at the site, it’s pretty easy to guess the target audience - men, aged between 18-27, party goers. Just the type of people who may ignore copyright, considering the Matt video from wherethehellismatt.com is on the site and I don’t think Matt’s Australian nor would he put up the YouTube version to a site that claims copyright of everything that is uploaded. There’s also a lot of other YouTube videos there that have been popular on that site; they could be owned by the uploaders, but I’m not sure.
Unfortunately, despite being well put together and designed for the target, the site demonstrates some of the things that can easily go wrong when relying on UGC, with copyrighted content being uploaded, and highlights the need for good moderation. I’m also assuming that music IP is also different in Australia as I know in the US, many lawyers I’ve dealt with would not allow the music that is on the tracks.
Tags: copyright, HiNRG, User Generated Content, youtubeRelated Stories
POSTED IN: User Generated Content, Video Content, Viral Marketing
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