Bush’s Beans enlists TikTok and the creators of Reels for the Can Film Festival

Diving Brief:

  • Bush’s Beans is calling on creators to submit bean-themed content for a chance to have their video run as an ad, according to a statement. The winning creator will take home a prize of $50,000 and four runners-up will receive prizes of $2,500.
  • Creators can enter the contest by posting a 15- to 30-second Bush Beans video on Instagram or TikTok and tagging it #BushsCanFilmContest until February 11. The top finalists will have their videos screened on March 3 at 2:00 p.m. ET as part of Bush’s Beans Can Film Festival, which will also feature ideas from several popular content creators.
  • Bush’s Beans is tapping into consumer and merchant interest in user-generated content on TikTok and Instagram Reels with a live-streamed event that riffs on the Cannes Film Festival, which takes place in May.

Overview of the dive:

With the Bush’s Beans Can Film Festival, the food brand is modernizing its iconic “roll that nice bean streakslogan for a new era of video. User-generated content (UGC) accounts for 39% of media hours, with teens spending 56% of their time with this format, according to a study by the Consumer Technology Association and YouGov Bush’s Beans is embracing this trend by calling on creators to share bean-related content.

“With all the fun bean content online, we’ve had a front-row seat to see just how talented some of these up-and-coming creators are,” chief marketing officer Brittanie Weaver said in the press release. “Why not show off that talent and invite them to shoot that beautiful bean sequence with us?”

By calling for bean-related content on TikTok and Instagram Reels, Bush can drive engagement with his brand while sourcing UGC to be used as his next ad. A similar tactic was used this month by Taco Bell, which took to Twitter to crowdsource its next ad for its popular limited-run Nacho Fries menu item. Previously, Frito-Lay’s SunChips held a virtual art contest that gave entrants a chance to have their art placed in advertisements on the brand’s social media.

Additionally, Bush’s embraces live entertainment by including a panel of top creators specializing in content creation, filmmaking, special effects, stop motion and transitions as part of the Can Film Festival. This could increase engagement with the livestream as the creators’ fanbases — and other users looking to enter the increasingly lucrative field — tune in.

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