ProSieben’s online and multi-media advertising unit, SevenOne Interactive, said on Wednesday it was launching a contest for the best black-and-white advertising video for LG’s Chocolate White phone made by a user of Web community MyVideo.

Users of MyVideo, a leading German Web community firm in which ProSieben bought a stake in September, will be invited to vote for the best video.

“This campaign is the starting signal for user-generated advertising,” SevenOne Interactive’s managing director, Matthias Falkenberg, said in a statement.

LG Mobile’s head of marketing, Bjorn Bourdin, said: “We have always made sure in the past that our campaigns are interactive for the users and in the end for our potential customers. With MyVideo.de we are now taking it to the next level.”

MyVideo says it is the biggest German-language online community, logging about 12 million downloads daily of 70,000 videos on offer on its site, many of them made by users.

Top U.S. video entertainment site YouTube, which was bought by Google for $1.65 billion last month, serves up more than 100 million videos daily.

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