Newcastle seeks user photos for bad Photoshop campaign

08/20/2014 | Adweek/AdFreak blog

Newcastle is launching another tongue-in-cheek "anti-marketing" campaign, soliciting photos from fans so it can turn them into shoddy, poorly Photoshopped ads. The Droga5 ad announcing the contest says Newcastle blew its marketing budget on recent celebrity ads. "Newcastle recognized it needed more 'engaging social content' to keep all of its new followers interested, but this lazy branded content wasn't going to make itself," the company said.

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