eModeration to work with Sprint’s “Now Network” UGC campaign::

eModeration is delighted to announce that we’ll be working with Goodby Silverstein & Partners on their innovative new UGC campaign for the US cellphone network Sprint.

Sprint will take over Google's YouTube home page for 24 hours this week in a groundbreaking ad campaign which will create a “human clock” from videos submitted by users.

The campaign, which emphasizes Sprint's "Now Network," will embed user-generated videos in the masthead -- a first for masthead ads running on YouTube. Those who want to participate are assigned a number, and use a Web camera to shoot the video and add themselves to the clock.

The numbers will be strung together in a series of video vignettes placed in a digital clock to represent the time. For example, at 12:09 the ad would display four people, each holding up one number to represent "1," "2," "0" and "9." As seconds, minutes and hours click by, the user-generated videos change based on the time zone.

Candice Wolken, digital advertising manager at Sprint, called the ad "very appropriate" for YouTube because it relies on user-generated videos to emphasize the "Now Network," because "it's all about 'Now.'"

Videos could appear several times during the 24 hours that the ad will run. eModeration will be screening all videos as they are uploaded to the site, and we’re expecting to be extremely busy!  The ad will become a widget at sprint.com/nownetwork, which provides the local time in multiple ways, though we are expecting that this will be the most original and engaging of them all.