Vespanomics Go Green videos

What VespaUSA is calling “your chance to show and tell the world what Vespanomics is through your creative lens” is what the advertising industry calls “spec work,” doing work for free in the hopes of accceptance or a prize. I’m not knocking the entrants, and there are some pretty decent entries, but contests like these always come off as the last gasp of a company with no ideas, and the inequal footing of entrants (some amateur, and some professional enough to know better) and the corporate overview that’s necessary usually strips out most of the fun. With video editing capabilities in the hands of more and more consumers, and the “rise” of “viral” video, it’s not surprising to see contests like this popping up all over, and they are. PiaggioUSA surely borrowed the idea from recent well-publicized Heinz or Doritos contests. While it’s tempting to think they’re doing it to save a few bucks (Heinz’ $57,000 prize was far less than the creative cost of a “real” national advertising campaign), it’s funny to think they also had to spend lots of money and time advertising the contest, which makes it seem even sillier. To be fair, Vespa’s contest isn’t really a “make us a commercial” deal, I think they’re just looking for some viral love (and more mailing list names to whom they’ll never send anything), and the prize (a $5000 scooter) reflects that, though also makes it that much less enticing. Again, the entries themselves are pretty decent and worth checking out, it’s the contest itself that pushes all my wrong buttons. Judging by the fact that no “end date” is posted anywhere, I’m guessing this will be yet another promotional media-bandwagon-jump that will succeed despite PiaggioUSA’s instant abandonment of the project, thanks to the devotion of scooterists and the scooter community. (See also: Vespa Blogs),