AMAG Technology Scales Storytelling Through Crowdsourced Video

Client Overview

Company: AMAG Technology

Industry: Security and Access Control Solutions

Audience: Security integrators, technology partners, end users, and internal teams

AMAG Technology is a global leader in security technology, providing access control, video management, visitor management, and identity solutions. With a diverse customer base and a rapidly evolving product portfolio, AMAG needed a way to keep marketing content authentic, relevant, and consistently fresh—without placing unsustainable demands on its internal marketing team.

The Challenge

Even with a strong brand presence, AMAG faced three persistent challenges:

• Limited Bandwidth: A lean marketing team couldn’t capture and produce every product, partner, and customer story at scale.
• Production Bottlenecks: Traditional video production cycles slowed down the ability to respond to product launches or market opportunities.
• Need for Authenticity: Security buyers trust first-hand expertise from the people closest to the products, yet those voices often went untapped.

The Strategic Opportunity

Crowdsourcing video content from employees, product specialists, and partners could:

• Turn product managers, engineers, and customers into storytellers.
• Capture content year-round, without waiting for large shoots or events.
• Create a library of multi-use video assets that serve marketing, sales, training, and customer success.

Campaign Execution

1. Empowering the ExpertsAMAG gave employees, partners, and select customers direct access to MarketScale’s crowdsourced video platform. Anyone in the ecosystem could record content from anywhere, anytime.

2. Editorial and Quality ControlAll submitted clips were edited by MarketScale into polished, brand-compliant videos. The workflow ensured fast turnaround without sacrificing visual quality or messaging accuracy.

3. Expanding Video Use CasesThe same authentic footage powered:

• Product launch campaigns
• Partner spotlights and customer testimonials
• Employee training modules
• Internal communications and onboarding content

4. Always-On Story CaptureInstead of waiting for quarterly campaigns, AMAG now collects stories and demonstrations continuously—keeping content fresh and responsive to real-world developments.

Impact & Industry Metrics (Observed)

• 1+ Year Partnership: Ongoing collaboration fueling content creation.
• Dozens of Crowdsourced Videos: Produced across marketing, training, and internal communications.
• Multiple Departments Engaged: Sales, product, and marketing teams all contributing to and using UGC.
• Faster Time-to-Market: Reduced turnaround times from weeks to days.

Strategic Advantages

GoalTraditional ApproachAMAG Crowdsourced ApproachStorytellingAnnual or campaign-based shootsContinuous, on-demand capture from anywhereContent QualityHigh, but slow to produceHigh, with rapid turnaroundAuthenticityBrand voice onlyExpert and partner voices from the fieldScalabilityLimited by crew availabilityMulti-department, year-round contributions

Lessons Learned

• The Best Storytellers Are on the Front Lines: Engineers, PMs, and customers bring credibility that marketing alone can’t match.
• Crowdsourcing Eliminates the Content Drought: Continuous capture ensures the brand always has fresh stories to share.
• Multi-Use Content Increases ROI: One crowdsourced clip can support sales, marketing, and training initiatives simultaneously.

“I highly recommend MarketScale to any organization looking to bring more video into their marketing or their business. Crowdsourcing content has helped us move faster, get more creative, and connect with our audiences in a whole new way.”

-Kim Rahfaldt, Director of Marketing

Conclusion

By embracing crowdsourced video, AMAG Technology transformed how it tells its story. The brand now captures authentic perspectives from across its ecosystem, turns them into polished assets quickly, and applies them across multiple business functions. This approach strengthens engagement, accelerates content delivery, and ensures AMAG remains visible and relevant in a fast-moving security market.