Consumer generated content is a phrase that is buzzing around agencies at the moment. However, most seem unsure of how to harness this phenomenon.

In the UK there is something of an unlikely experiment going on. Bernard Matthews, who make breadcrumbed turkey drumsticks have decided to pioneer user generated content. Bernard Matthews are famous for their ‘Golden Moment' commercials and so have created a new TV ad asking viewers to go online and upload their very own golden moment in order to win a trip to Australia. Consumers have been sending in letters and photos to the site and these are then displayed in the online gallery.

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