Pentel of America is the first customer of rollmio.com, a consumer-driven advertising system where consumers both create and distribute advertising content on the web.

With the rise of video sharing sites, such as YouTube, consumer generated advertising (CGA) has become a new method for marketers to create advertising relevant to their target audience as well as consumer interaction with the brand. By combining this process with the powerful reach of consumer generated media (CGM), such as blogs and SNS sites, rollmio will allow marketers to take full advantage of the growing CGA and CGM environment without large media costs and lead time.

When a marketer launches a rollmio campaign, a creative brief describing the
project is posted on rollmio.com. "Creators" will submit videos to rollmio where they will be reviewed by the marketer. Videos selected by the marketer will then be available to "promoters" to view through their "my page" on rollmio. "Promoters" will select their favourite video and post them to their blog or SNS page for friends to view, resulting in media exposure and word of mouth promotion through consumer generated media.

For the Pentel project, rollmio members will be requested to create video commercials for Pentel's NEW Energel Deluxe retractable gel rollers. 100 video commercials will be selected and then be spread and shared by rollmio promoters. Through placement on 1,000 blogs/SNS pages, the estimated number of video views is approximately 300,000.