GeniusRocket is the next generation of crowdsourcing. By reducing the risk to the creative artists as well as the client, GeniusRocket creates a scalable platform that doesn't limit the limit the power of the crowd.
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2. What is Crowdsourcing
Crowdsourcing is the act of outsourcing
tasks, traditionally performed by an
individual to an undefined, large group
of people or community (a crowd),
through an open call.
Jeff Howe
Author of “Crowdsourcing”
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3. What is
Curated Crowdsourcing?
Curated Crowdsourcing is the act of
crowdsourcing to a vetted community
of experienced persons of a particular
skill set to complete a specific task.
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4. Welcome to GeniusRocket
GeniusRocket is the first Curated Crowdsourcing
platform of production companies, and animation
teams from around the globe
GeniusRocket is NOT a contest site. We provide brand
protection and privacy through a staged process that
provides for creative choice and control
GeniusRocket offers Selection, Simplicity and Savings
vs. Traditional Video Production Model.
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5. Why GeniusRocket?
INNOVATIVE: GeniusRocket allows brands to have the
choice of a crowdsourcing solution with the creative
quality and control of an agency
EXPERIENCED: Through over 300 executions,
GeniusRocket has produced creative video content for
Fortune 500 brands, INC 500 companies, non-profits,
associations and in collaboration with ad agencies.
GeniusRocket is what an ad agency looks like when it's stripped of Madison Avenue skyscrapers,
high-priced creatives on payroll, sushi dinners at Nobu, and two-week shoots at the Viceroy in
Santa Monica.
Fast Company Jan. 2011
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6. Live Action Production
Storyboard
Concept Round
Round
Final
Concept Concept Concept Concept
Production
Storyboard
Final
Concept Concept Concept Concept
Storyboard Version
Concept Concept Concept Concept
Storyboard
Live Action Concept: Final
Concept
• Production Co’s Information
Concept
Version
• Overview ofConcept
Concept Concept
Storyboard
• Submission Messaging
• Casting and Sound Design
Concept • Location - Set
Concept Concept Concept
Clients provide detailed feedback to selected artists
before they advance to the next round.
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7. Animation Production
Concept Round
Due to the ease of editing animation, a smaller number of
Concept Concept Concept Concept concepts can be taken into the Storyboard round
Concept Concept Concept Concept
Concept Final
Concept Concept Concept Concept
Storyboards Production
Animation Concept Version
Concept
• Production Co’s Information
Concept Concept Concept
• Overview of Concept
• Submission Messaging
Concept Concept Concept Concept
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9. A Better Production Model
Client Example: Kraft’s Athenos Hummus
Concept Round Storyboard Round Production Round Final Edits
5 to 7 Days 7 Days 14 - 20 Days 7 Days
"We fell in love with the spot. For an agency to be on the cutting edge, it must have heavy
overhead, versus GeniusRocket, which is a lean team focused on new ideas. I wonder if that
becomes the new agency model.“
Marshall Hyzdu, Brand Manager at Kraft Foods
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10. More than Just Video
Distribution & Tracking Virtual Focus Group
Distribution across multiple platforms Test multiple videos prior to widespread
distribution
Tracking of viewership and sharing
Tracking feedback and message resonance
around set demographic and
Sentiment analysis of comments psychographic groups
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11. Newly Redesigned Platform
Built to fit your creative needs
Redesigned platform built specifically
for Curated Crowdsourcing
Control privacy and creative access
to your project
Simply communication tools to
provide feedback to participating
creative teams.
12. Case History #1 - Kraft
Goal: Generate interest and increase traffic to social media platform.
Collaboration: GeniusRocket partnered with Razorfish, the digital agency
of Kraft’s Athenos hummus to create an entertaining and sharable video
for the brand’s Facebook page.
Choice and Speed: 5 Concepts were selected from 20 submissions to move
into the storyboard round. Only one was produced and edited to fit the
creative needs of the brand. The entire process was completed in less
than 30 days.
"We fell in love with the spot. For an agency to be on the cutting
edge, it must have heavy overhead, versus GeniusRocket, which is
a lean team focused on new ideas. I wonder if that becomes the
new agency model.“
Marshall Hyzdu, Brand Manager at Kraft Foods
http://www.youtube.com/watch?v=e91V0u1Ijqc
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13. Case History #2 - Aquafina
Goal: Generate a viral video to promote Aquafina Splash.
Choice: GeniusRocket delivered over 45 concepts from its (pre-vetted)
community that were aimed at the educated female professional
demographic between the ages of 20-35. The video was meant to be a
little racy and highly sharable.
Viral: The final selection was distributed to six platforms including
YouTube, MetaCafe, Facebook, and MySpace. Within 3 months the video
generated over 500,000 views and currently exceeds 800,000 views.
Quotes from online viewers:
“LOL! Can't stop watching this...also love the music”
“This is hilarious, I am going out to purchase cases of this water if this is
what happens.....the music is awesome!!!!”
“Love this music! And can't stop laughing.’
http://www.metacafe.com/watch/2711204/magic_water/
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14. Case History #3 - OXO
Goal: Create a new style of in-store video to capture shopper
awareness and for use online.
Creativity: OXO was looking to re-imagine the “in-store video” in order to
promote their new line of “Pop-top” containers. Turning to the
GeniusRocket community they asked for concepts that could bring the
sound “Pop” to visual life.
Expertise: Based upon the detailed knowledge GeniusRocket has of each
community member’s skill set and experience, we were able to recruit
those teams who were perfectly suited to create the type of promotional
video OXO needed.
Success: OXO selected 5 concepts, 2 videos were
produced and are running in 750+ Bed Bath and
Beyond locations.
http://www.youtube.com/watch?v=YOK0lWprkhA
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