Major Money Campaign: Do You Flip?

This week Cisco released it’s first major multi-million dollar ad campaign made up of unique user-generated content.  This big ad push compared to their usual grassroots marketing efforts is all about building awareness and generating a viral buzz, that will hopefully establish them as a lifestyle brand. 
The theme behind the Do You Flip? campaign is taking user-generated :10, :15 and :30 spontaneous clips shot on Flip Video cameras (nicknamed Flipable Moments), and using them for TV commercials, online banner ads, social media and other viral components of their campaign.  Currently the “user-generated” content are including celebrity users such as Usher, Tony Hawk and Weezer who have an extra incentive to participate.  In exchange for their participation, Cisco will promote the celebrity’s charity of choice in its Flip for Good program. The company intends to create a charity design, and for every camera sold with that design, Cisco will donate $10 to the charity.
Jody Lipe, director of marketing has been quoted saying, “We believe the effort of this campaign will help the brand become one of those devices you can’t leave your home without.”  If this campaign does just that, it’s tagline, “Do you flip?,” may very well become apart of our cultural lexicon - a goal most brands aim for, and only few succeed (“Googling,” “Facebooking,” “Tweeting”).  With the biggest season for buying electronics approaching, it won’t be much longer till we find out.