Engaging customers to create customer generated content for your company

At The CMO Club Summit in San Francisco, I spoke with Joe Ennen who is currently the SVP of Consumer Brands for Safeway. Prior to that role Ennen worked at Frito Lay and on the Doritos brand. He talked about how powerful user generated content has been and that they've used these cheap (less than $100 often to produce) videos on the Superbowl. The UGC Superbowl Doritos videos have ranked in the top five alongside or beating videos produced for millions by Madison Avenue.

I asked Ennen what kind of environment you can create so people want to create videos for your brand.