WTF 2010 Idea Bounty - Crowdsourcing and the marketing communications industry
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WTF 2010 Idea Bounty - Crowdsourcing and the marketing communications industry
- 1. Crowdsourcing & marketing/communications industry daniel@ideabounty.com
- 2. 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
- 3. 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
- 4. 1st Key Point 1. Crowdsourcing is BIG daniel@ideabounty.com
- 5. T-Shirt Design daniel@ideabounty.com
- 6. Product Design/ R&D daniel@ideabounty.com
- 7. Design & Copy daniel@ideabounty.com
- 8. Film & Rich Media daniel@ideabounty.com
- 9. Marketing/Communications daniel@ideabounty.com
- 10. 1st Key Point 1. Crowdsourcing is BIG Top 26 platforms = 561 350 community members daniel@ideabounty.com
- 11. 2nd Key Point 2. Crowdsourcing WORKS daniel@ideabounty.com
- 17. Print & TV Ad Ideas daniel@ideabounty.com
- 18. Had To Use The Animal daniel@ideabounty.com
- 19. 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
- 20. 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
- 21. 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
- 23. The Winners • Bounty split in two - $5k for Print & $5K for TV • Bought 2 TV & 1 Print Idea • Total Bounty = $15K daniel@ideabounty.com
- 24. The 1st Execution daniel@ideabounty.com
- 25. Brands/Business ARE Using It daniel@ideabounty.com
- 26. Brands/Business ARE Using It daniel@ideabounty.com
- 27. Brands/Business ARE Using It daniel@ideabounty.com
- 28. 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
- 29. Where Does This Leave The Marketing/ Communications Industry? daniel@ideabounty.com
- 30. 3rd Key Point 3. Crowdsourcing still needs the PROS daniel@ideabounty.com
- 31. 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
- 32. Crowdsourcing Needs Structure daniel@ideabounty.com
- 33. Crowdsourcing Needs A Community daniel@ideabounty.com
- 34. Crowdsourcing Needs Direction daniel@ideabounty.com
- 35. Crowdsourcing Needs An Expert Eye daniel@ideabounty.com
- 36. 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
- 37. 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
- 38. Key Points 1. Crowdsourcing is BIG 2. Crowdsourcing WORKS 3. Crowdsourcing still needs the PROS daniel@ideabounty.com
- 39. Final Thought Crowdsourcing is another powerful tool to add to your marketing mix USE IT! daniel@ideabounty.com
- 40. Thanks! daniel@ideabounty.com