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MAS Social Media 7: Crowdsourcing



Published in Technology , Business
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  • Launched in late 2007, the first DEWmocracy initiative opened product development up
    to consumers and asked them to choose the next DEW’s flavor, color, name and
    graphics—and as many as 1 million participated in the process. The result was Voltage,
    a citrus-charged beverage that came to market in January 2009.

    DEWmocracy 2 launched in July 2009. The idea was to give the brand’s fans another
    outlet to express their passion for the brand and to create a robust dialogue with DEW
    drinkers and to rerun the campaign with more consumer control and by using newly
    emerged social media tools in the process. The plan was to leverage social media
    platforms and innovative ideas to take the campaign to the next level.

    Stage 1- tastings of 7 flavor options in cities across America. participants record their impressions via video. Also sent tasting pack to 50 brand fanatics.
    Stage 2- created closed communities for brand fanatics, sent them samples of each flavor, and get them to pick a name for their favorite flavor.
    Stage 3&4- closed community picked 3 colors per flavor, and then open voting to choose the best color for each.
    Stage 5- users submit art for the cans, best are picked. prize is $10k and a macbook pro.
    Stage 6- users submit 12 sec commercial concepts. winners will get a production budget to bring their vision to life.
    Stage 7- all 3 flavors go to market. each flavor nation needs to rally people to vote for the final product which will become a permanent part of the mountain dew family.

  • released a new "flavor creator" app for Facebook, inviting users to vote for a new flavor and vitamin formula for a new product release, even offering $5,000 to the fan who creates a winning packaging design. The

  • - 130,000 “Create Dunkin’s Next Donut” donut submissions
    - 218,000 total donuts created
    - 25,000 donuts posted to Facebook ()
    - 174,000 votes
    - 269,000 more donuts created after the promotion was over

  • People post ideas for dell product and services
    The community votes on ideas
    the popular ideas float to the top
    dell responds with ideas in action

  • Instead of running a Super Bowl commercial, Pepsi is running a year-round promotion in which they will donate $20mm to charitable efforts selected and picked by users.

  • music video created from fan-drawn portraits of johnny cash


  • 1. Social Media Miami Ad School DUMBO Fall 2010 Class 7: Crowdsourcing 2010-11-19 1
  • 2. Goals for this week • Briefly discuss Twitter/Blog assignment • Crowdsourcing • Review Crest/Oral B assignment • New brief 2
  • 3. Twitter & Blog Check-in • Thoughts on using Twitter this week - What did you think of the blog articles? - How did you approach writing tweets? - Did you have any conversations? How did they go? 3
  • 4. Twitter & Blog Check-in • Thoughts on using Twitter this week - What did you think of the blog articles? - How did you approach writing tweets? - Did you have any conversations? How did they go? 4
  • 5. Crowdsourcing 5
  • 6. Definition “ Crowdsourcing is the act of leveraging the power of large group of people or community (a crowd). For example, the public may be invited to develop a new technology, carry out a design task, refine or carry out the steps of an algorithm, or help capture, systematize or analyze large amounts of data. The term has become popular with businesses, authors, and journalists as shorthand for the trend of leveraging the mass collaboration enabled by Web ” 2.0 technologies to achieve business goals. 6
  • 7. Benefits • The organization can tap into consumers with a wide range of backgrounds and experience. • By listening to the crowd, Content / Information organizations gain first- hand insight on their customers' desires. • Problems can be explored by a large group, fairly quickly. 7
  • 8. Benefits • The community may feel a brand-building kinship with the crowdsourcing Consumer organization, which is the Engagement result of an earned sense of ownership through contribution and collaboration. Closed Open Community Participation 8
  • 9. Benefits Content / Consumer Information Engagement Sweet Spot 9
  • 10. Types of crowdsourcing • Crowdfunding - Raising money through contributions from the crowd. Examples: Kiva, Kickstarter, many charities. • Crowdcreation - Using the crowd to create content for a specific task. Examples: Mountain Dew, Most applicable to Lexus. advertising • Crowdvoting - Allowing consumers to chose from a set of options. Examples:, Vitamin Water. • Crowd wisdom - Using the aggregate of choices from a diverse group to make better decisions/ recommendations. Examples:, Who Wants to Be a Millionaire. 10
  • 11. Case Studies
  • 12. Mountain Dew 12
  • 13. Vitamin Water Flavor Creator 13
  • 14. Dunkin’s Next Donut 14
  • 15. Dell IdeaStorm 15
  • 16. My Starbucks Idea 16
  • 17. Doritos 17
  • 18. Pepsi Refresh 18
  • 19. Threadless 19
  • 20. Kiva 20
  • 21. KickStarter 21
  • 22. The Johnny Cash Project 22
  • 23. Guidelines • Be focused - Vaguely defined problems get vague answers. The more infrastructure built into the creative process, the more success you will have. • Get the right filters - Crowdsourcing often produces a wealth of ideas, and companies need effective filters to pick the gems. • Tap the right crowds - It is important to rally the people with the most interest/knowledge about the challenge in order to maximize impact. • Build community in - Successful crowdsourcing taps into a well of passion about a product that stretches beyond monetary incentives. 23
  • 24. Homework 24
  • 25. Homework • Bloggin’ ‘n Tweetin’ • Crest/Oral B Facebook Revisions • Pepto March Madness - 3-5 concepts to engage consumers using social media - Build off the brand promise 25