WTF 2010 Idea Bounty - Crowdsourcing and the marketing communications industry

Crowdsourcing & marketing/communications industry daniel@ideabounty.com

Crowdsourcing? Crowdsourcing is...the act of taking a task traditionally performed by an employee or contractor, and outsourcing it to an undeﬁned, generally large group of people, in the form of an open call. Source: Wikipedia Crowdsourcing daniel@ideabounty.com

1st Key Point 1. Crowdsourcing is BIG daniel@ideabounty.com

T-Shirt Design daniel@ideabounty.com

Product Design/ R&D daniel@ideabounty.com

Design & Copy daniel@ideabounty.com

Film & Rich Media daniel@ideabounty.com

Marketing/Communications daniel@ideabounty.com

1st Key Point 1. Crowdsourcing is BIG Top 26 platforms = 561 350 community members daniel@ideabounty.com

2nd Key Point 2. Crowdsourcing WORKS daniel@ideabounty.com

daniel@ideabounty.com

Print & TV Ad Ideas daniel@ideabounty.com

Had To Use The Animal daniel@ideabounty.com

Templates Provided PEPERAMI “WIMP” 10-SECOND TELEVISION COMMERCIAL - STORYBOARD FRAME 1 FRAME 2 FRAME 3 FRAME 4 We open an urban street corner. The Animal flies into the screen from around The Animal: Oy! Come back and finish The Animal: What’s the matter? Too spicy We see the pavement and an adjoining the corner, madly scrambling on his hands me off, yah wimp! for you? wall. as he’s missing his legs. He wildly scampers towards camera as he begins to shout... FRAME 5 FRAME 6 FRAME 7 FRAME 8 The Animal stops on one hand as he raises He loses balance and falls onto the Title: Peperami V/O: Peperami. It’s a bit of an animal. his other arm and shakes his fist at the sidewalk as an animated title appears from It’s a bit of an animal camera. the top of the screen. Pack: A Peperami pack, containing what appears to be a struggling Peperami appears from the top of the screen and settles across the text. daniel@ideabounty.com

1185 Ideas Submitted Pep erami B ites Launch Campaign TV 10” STORYBOARD (Original) 12 Frame 1 Frame 2 Frame 3 Frame 4 Frame 5 Frame 6 Frame 7 Frame 8 daniel@ideabounty.com

And..... • 24 345 unique visitors • 78 Countries • Average of 15min spent reading brief • 268 (1845) Mentions of the brief online (blog posts, articles) • 167 894 Video Views • £100,000 Worth of PR daniel@ideabounty.com

daniel@ideabounty.com

The Winners • Bounty split in two - $5k for Print & $5K for TV • Bought 2 TV & 1 Print Idea • Total Bounty = $15K daniel@ideabounty.com

The 1st Execution daniel@ideabounty.com

Brands/Business ARE Using It daniel@ideabounty.com

2nd Key Point 2. Crowdsourcing WORKS • Diverse & creative solutions - out the box thinking • Consumer insight - conversation, collaboration & engagement • Advocacy & brand loyalty - easy to build • Strategic direction - control over brief/execution • Set costs - risk vs reward • Massive PR opportunity - FNB (1600% ROI off PR alone) • Strong legal systems - protection of IP • Value for effort - engagement & creative result • Cost 60% less than old process (Peperami) daniel@ideabounty.com

Where Does This Leave The Marketing/ Communications Industry? daniel@ideabounty.com

3rd Key Point 3. Crowdsourcing still needs the PROS daniel@ideabounty.com

Crowdsourcing Cant Solve Everything Brand X Help Us With Help Us Ideas For Our Launch Our Next Extreme New Brand & Stunt Products daniel@ideabounty.com

Crowdsourcing Needs Structure daniel@ideabounty.com

Crowdsourcing Needs A Community daniel@ideabounty.com

Crowdsourcing Needs Direction daniel@ideabounty.com

Crowdsourcing Needs An Expert Eye daniel@ideabounty.com

Crowdsourcing Needs Pro Execution Pep erami B ites Launch Campaign TV 10” STORYBOARD (Original) 12 Frame 1 Frame 2 Frame 3 Frame 4 Frame 5 Frame 6 Frame 7 Frame 8 daniel@ideabounty.com

3rd Key Point 3. Crowdsourcing still needs the PROS “In our world, we have two assets that allow us to make creativity a usable commodity: the strategy and the creative director. Between the two, we have the necessary ﬁlters to identify cool work that will work.” Colin Drummond - Account planning Crispin Porter + Bogusky daniel@ideabounty.com

Key Points 1. Crowdsourcing is BIG 2. Crowdsourcing WORKS 3. Crowdsourcing still needs the PROS daniel@ideabounty.com

Final Thought Crowdsourcing is another powerful tool to add to your marketing mix USE IT! daniel@ideabounty.com

Thanks! daniel@ideabounty.com

WTF 2010 Idea Bounty - Crowdsourcing and the marketing communications industry

by Daniel Neville on Oct 21, 2010

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WTF 2010 Idea Bounty - Crowdsourcing and the marketing communications industry — Presentation Transcript