Crowd Advertising Success Stories & Challenges, presented at Crowdsourcing Week 2013 in Singapore by David Berkowitz, featuring examples and case studies about Oreo, Oscar Mayer, Coca-Cola, Budweiser, Sam Adams, and Lincoln. Also available via bit.ly/crowdads
9. 9
One way to define
crowdsourcing…
"Crowdsourcing is really just a
corporation’s way of trying to focus the
otherwise random feedback from
consumers onto a particular task."
- Douglas Rushkoff, Present Shock
14. 14
• Ads to run in any kind of
media
• ‘Runner up’ content that may
be used in various earned and
owned channels
• Early consumer interest in
their campaigns and products
Marketers get:
• Shot at fame and fortune
• Recognition by the brand
• Showpieces for their portfolios
using real brands and
campaigns
Consumers get:
Value exchange
15. 15
The Ad Bowl brings out
some of the boldest ad
experiments
24. 24
• Input from consumers to
shape campaigns
• Focus group offering real-time
insights
• Potential for boost of earned
media from consumers
participating
Marketers get:
• A participatory role with
brands they like
• Opportunities to see brands
act on their feedback
• Social currency – something
fun to share with their peers
Consumers get:
Value exchange
38. 38
• Feedback focused directly on
new and potential products
• Chance to pre-sell products
• Story arc for ongoing
marketing campaign
Marketers get:
• A chance to give feedback
that directly shapes products
• Better products
• Social currency
Consumers get:
Value exchange
42. 42
Budweiser brews history
“With all this feedback from consumers, I
guess you can call this the largest focus
group in Budweiser history, maybe even
beer history… Best of all, we listened to
what our beer drinkers told us and we let
them help us make the decision about
what to bring to stores.”
- Budweiser VP Rob McCarthy
◦
43. 43
Sam Adams Kicks off
Crowd Kraft Beer Project
“When we brew a new batch of beer,
I feel an overwhelming excitement
that I am a part of an amazing,
creative process. I’m hoping that
even though we don’t have coveralls
for everyone, you feel the same
excitement knowing that you helped
craft a Samuel Adams beer.”
- Sam Adams blogger Bert Boyce, January 2012
45. 45
Sam Adams gives the recipe
back to the people
”As this beer was
truly created by the
people, it should
also be for the
people so we’re
making the recipe
available to
everyone here.”
46. 46
Summary:
Best & worst case scenarios
for crowdsourced advertising
Best Case Worst Case
Advertising Hit ad Ad falls flat
Campaign
Direction
Constant viral
engagement
No one
participates
Product Hot product Product
bombs
And now I even crowdsource what I’m wearing Go Try It On – www.gotryiton.com
- Rushkoff, Douglas (2013-03-21). Present Shock: When Everything Happens Now (Kindle Locations 3013-3014). Penguin Group US. Kindle Edition. - http://www.npr.org/books/titles/175056225/present-shock-when-everything-happens-now
Image credit: <a href='http://www.123rf.com/photo_11263939_crowd-of-funny-peoples-sketch-for-your-design.html'>kudryashka / 123RF Stock Photo</a> Content – Patagonia - http://www.digiday.com/brands/inside-patagonias-content-machine/ Ads (eg Crash the Super Bowl, Tongal, 99 Designs) Products, ideas, pricing, names, etc Crowdsource direction of a campaign (Oreo, Oscar Mayer) Content (Patagonia) Business trategy Crowdsource tasks Crowdsource event locations (Paranormal)
Image credit: <a href='http://www.123rf.com/photo_11263939_crowd-of-funny-peoples-sketch-for-your-design.html'>kudryashka / 123RF Stock Photo</a> Content – Patagonia - http://www.digiday.com/brands/inside-patagonias-content-machine/ -Ads (eg Crash the Super Bowl, Tongal, 99 Designs) -Products, ideas, pricing, names, etc Crowdsource direction of a campaign (Oreo, Oscar Mayer) Content (Patagonia) Business trategy Crowdsource tasks Crowdsource event locations (Paranormal) - Bud - http://www.idigitaltimes.com/articles/12583/20121107/budweiser-crowdsourcing-new-beer-formula-project-12.htm - http://www.digiday.com/brands/5-brands-winning-at-crowdsourcing/ ADVERTISING Super Bowl’s 3 approaches Coke crowdsourcing the ending Dorito’s Lincoln??? Car company directing spot from people’s tweets CAMPAIGN DIRECION Oreo Oscar Mayer PRODUCT Budweiser Project 12 http://www.idigitaltimes.com/articles/12583/20121107/budweiser-crowdsourcing-new-beer-formula-project-12.htm or Sam Adams Sam Adams
• Your tweet can air on The Game. Trying to appeal to a younger generation of buyers, Lincoln has turned to Twitter for attention. It elicited thousands of tweets from consumers about their wackiest-ever road trips. The best have been dramatized and woven into a Super Bowl commercial mashup. "Beginning with this," says Matt VanDyke, director of global Lincoln marketing, "we plan to embrace social media.“ – USA Today - http://now.lincoln.com/2013/02/the-story-that-started-with-you/
We developed a plan to amplify the conversation among this audience, providing culturally relevant content every day for 100 days. - http://www.nytimes.com/2012/09/25/business/media/oreos-daily-twist-campaign-finale-enlists-consumers.html?_r=0
Idigitaltimes - Budweiser Is Crowdsourcing New Beer Formula With 'Project 12' Campaign http://www.idigitaltimes.com/articles/12583/20121107/budweiser-crowdsourcing-new-beer-formula-project-12.htm Bud - http://www.anheuser-busch.com/Project12/default.aspx?redir=%2fProject12%2fmain.html http://anheuser-busch.com/index.php/consumers-help-choose-three-new-budweiser-beers-for-project-12-sampler-pack/