Stop, collaborate and listen. Stab & Billabong are back with a brand new invention. A user generated content promotion that goes above and beyond the usual ‘send us ya home made snaps’.

OK. UGC driven by public voting isn’t a new concept, but the Little Weeds program has all the trimmings and incentives to get even a dry stonewall frothing. And better yet, opened themselves up to a younger, more creative, digitally savvy demographic, that attracts the young female market. When was the last time you heard of a 13 year old girl wanting to be the next Miss ‘Can Of Brut Deodorant’ Tracks?

If you’re not familiar with the concept by now. “The Little Weed Project exists to free you from the mundane. To set you on the righteous path. This is your best and last chance to live a surf-based dream in one of five ways: as surfer, writer, model, photographer or filmmaker. Stab and Billabong are providing you with a platform in which you will compete against fellow dreamers by tossing your wares on the internet. There will be three six-week heats where the online community votes for your product, be it a quality backside gouge or a hot little pose or a stellar photograph or an interesting turn of phrase.”

Since the introduction of Online Editor Jed Smith earlier in the year, and the launch of the Little Weeds promotion earlier in the year, traffic to Stabmag.com has almost tripled (according to Compete.com).

Whilst Jed’s somewhat car crash (I can’t look, but I can’t look away) video posts from Tahiti no doubt drove page impressions heavily through the month of May, the new users from Little Weeds extends beyond the realm of grumpy bearded men posting anonymous comments on the message boards.  Check this out.

Stab Magazine Monthly Online Traffic. Courtesy of compete.com

This post is tagged billabong, little weeds, stab