Sporting goods manufacturer Puma wants to use pictures for its own advertising that are made by its fans. For each picture the company buys, the consumer gets five dollar (four euro).
Voting on pictures
Puma introduced the experiment in Sweden and Norway only, but if the initiative is successful, it will be expanded to the rest of Europe. Puma is asking its fans to upload pictures they took when a goal was scored or when they were sprinting. There the pictures will be rated by other users, so good pictures will rise to the surface.
When users upload pictures, they grant Puma the possibility to buy them for ten dollar. Half of that amount will go to the user, while the other half will go to the operators of the Foap-platform.
Puma is not the first brand doing this kind of campaign: Rebtel, Interflora, Hattrick and Visit Sweden all have a similar deal with Foap. This new tool can become a serious threat for traditional photo agencies: the application has been downloaded over 320,000 times and more than 2.4 million pictures have been uploaded.