2. What is crowdsourcing
The word "crowdsourcing" was coined by Wired magazine writer Jeff Howe in the
famous Wired story "The Rise of Crowdsourcing" (June 2006;
http://www.wired.com/wired/archive/14.06/crowds.html), in which Howe described
it as "the application of Open Source ideas to disciplines other than software."
"The act of outsourcing a job traditionally performed by a designated agent
(usually an employee) to an undefined, generally large group of people in the form
of an open call" is termed as crowdsourcing.
4. TYPES OF CROWDSOURCING
(Torres-Coronas & Vidal-Blasco, 2017)
OTHER TYPES OF CROWDSOURCING
INCLUDES:
Crowd jobbing
Crowd control
Crowd auditing
Crowd wisdom
5. The Evaluation of Crowd Sourcing from the beginning.
● 1714: The Longitude Prize
● 1936: Toyota Logo Contest
● 1955: The Sydney Opera House
● 2000 to 2006: YouTube, Wikipedia, Threadless founded
● 2002 to 2006: American Idol
● 2006: Crowdsourcing
● 2006 to 2050: Crowdsourcing Explodes
6. The Evaluation of Crowd Sourcing from the beginning. (Contd.)
● 1714: The Longitude Prize
In 1714, the British Government was stuck for a solution to
what they called "The Longitude Problem" which made
sailing difficult and perilous (killing 1,000s of seamen every
year). Seeking innovation, the British Government offered
£20,000 for people to invent a solution (£20,000 in 1714 is
around $4.7 million dollars in 2010). This is possibly the first
ever example of crowdsourcing. The contest, considered
almost unsolvable, was won by John Harrison, the son of a
carpenter. Harrison invented the 'marine chronometer‘
7. The Evaluation of Crowd Sourcing from the beginning. (Contd.)
● 1936: Toyota Logo Contest
In 1936, Toyota held a logo contest to redesign its logo. They received 27,000
entries and the winning logo was the three Japanese katakana letters for
"Toyoda" in a circle, which was later modified by Risaburo Toyoda to "Toyota".
8. The Evaluation of Crowd Sourcing from the beginning. (Contd.)
● 1955: The Sydney Opera House
In 1955 the Premier of NSW state of
Australia, Joseph Cahill, ran a contest
offering £5,000 to design a building for part
of Sydney's Harbor. The contest received
233 entries from 32 countries around the
world. The winning design is one of the most
innovative landmarks. Architectural contests
continues to be a popular model for getting
buildings designed.
9. The Evaluation of Crowd Sourcing from the beginning. (Contd.)
● 2000 to 2006: YouTube, Wikipedia,
Threadless founded
● During this period innovative dot coms - now
bookmarked household staples - began to
launch and take-off. Not always used as
crowdsourcing examples, but in reality:
● YouTube = crowdsourced entertainment / TV
Wikipedia = crowdsourced knowledge
10. The Evaluation of Crowd Sourcing from the beginning. (Contd.)
● 2002 to 2006: American Idol
In 2002, American Idol Season kicked off Kelly Clarkson's career as well as a
plethora of talent contests So You think You Can Dance, Next Top Model,
MasterChef. These contests, often described as 'reality TV' are, at their core,
public crowdsourcing contests that aim to produce an album, a cook book or a
superstar.
11. The Evaluation of Crowd Sourcing from the beginning. (Contd.)
● 2006: Crowdsourcing
Jeff Howe coins the term crowdsourcing in Wired Magazine article in June
2006.
2006 to 2050: Crowdsourcing Explodes
An explosion of crowdsourcing related websites. From Design Crowd (our site!) to Groupon to
Digg - a large percentage web-based start-ups now rely on "the crowd".
13. 4 Examples of Clever Crowdsourcing Campaigns
● Doritos – Crash the Super Bowl.
Doritos is arguably one of the first companies to take advantage of crowdsourcing for an advertising
initiative. The “Crash the Super Bowl” contest has continuously grown in popularity, receiving over
32,000 submissions to date. Over the years Doritos has given out $7 million in prize money, while also
serving as a platform for creatives to get their names out there in the advertising and video production
communities.
https://www.youtube.com/watch?v=ugo7Y2lRsxc
14. 4 Examples of Clever Crowdsourcing Campaigns (Contd.)
● Starbucks – White Cup Contest
Starbucks is the perfect example of a crowdsourcing opportunity that arose from an unlikely place. Baristas started
noticing that Starbucks’ signature white cups were serving as blank canvases for designers and artists to doodle on, so
they got the idea to start a campaign around these simple designs. Customers were encouraged to decorate their
Starbucks cup with an original design, take a photo, and submit it on social media with the hashtag #WhiteCupContest.
Over the course of a few months, over 4,000 unique submissions were received.
15. 4 Examples of Clever Crowdsourcing Campaigns (Contd.)
● Lay’s – Do Us A Flavor
Lay’s ‘’Do Us A Flavor’’ contest is another one of Frito-Lay’s
crowdsourcing initiatives, which recently wrapped up its third year.
However they went in a completely different direction than Doritos,
which has helped diversify the offerings under the conglomerate’s
umbrella. But like Doritos, they too have done crowdsourcing right. Do
Us A Flavor asks customers to submit their ideas for the next potato
chip flavor, and this year’s topic was local foods. Every city in America
has its staple food item (the Philly cheesesteak, Buffalo’s chicken wings,
Chicago’s deep dish pizza, etc.), and Lay’s wanted to shed light on these
long-standing traditions, while also giving participants the opportunity to
share their pride for their hometown.
16. 4 Examples of Clever Crowdsourcing Campaigns (Contd.)
● Airbnb – Shorts
● Airbnb’s marketing strategy has always been focused on vivid, high-quality imagery to give
consumers insight into different travel destinations and accommodations. However, with
all of the locations around the world that they service (over 34,000, to be exact), they
needed help gathering images of each place. That’s where crowdsourcing came in.
● In 2013, Airbnb launched its first video crowdsourcing campaign on Vine. Through a series
of user-submitted videos, they combined them together to make a short film
called “Hollywood & Vines.” The premise of the film was travel and adventure around the
world, and ultimately 100 of these 6-second clips were selected for the nearly four and half
minute video. This campaign was developed in conjunction with Airbnb’s 2013 sponsorship
at the Sundance Film Festival.
17. Benefits of Crowdsourcing
● Crowdsourcing has brought together a big
number of previously disjointed people
who are now working together to achieve
common aims.
● Having a large number of people eager to
work at any given time with varying levels
of skill, ideas, and perspectives enables
you to receive a range of solutions to
challenges.
● Identify what is most popular and thus
profitable
● Access to a vast amount of information.
● Crowdsourcing is inexpensive.
● Often may be done for free
The Drawbacks of Crowdsourcing
● Low-cost labor sometimes results in a less
trustworthy product, according to
Wikipedia/Yahoo Answers
● Having some mechanism of confirming
results (user created reputations) is
required.
● Management... how do you manage such
a big number of employees?
● Only useful for small jobs; anything else
would be too risky to crowdsource;
● Collaboration across crowds is nearly
impossible;
● No contract; participants can leave a
project at any time; ideas can be reused;
no contract
18.
19. Background
● In July of 2012 Frito-Lays launched a crowdsourcing campaign dubbed Do
us a flavour during their 75th anniversary
● This was in response to the declining sales it was experiencing at the time
● Lay’s wanted to appeal to consumers ranging from 18-24 because of their
growing desires to use social media
● With this campaign Lays attempted to age-down their image
20. Campaign
● Customers create new flavours and submit via Lay’s social media page or
website
● Contestants pitch their idea using a photo, name, ingredients, and caption and
explain why their chip would be successful
● To appeal to millennials Lays created a Facebook app to make submission
easier
● A sample package is generated so participants can share submitted flavours on
social media
● Lays even created a “flavourizer” which generates flavours based on a person’s
food preferences
21. Campaign
● Frito-Lay also partnered with facebook to have the like button on a post
changed to “I’d eat that”
● All submissions are narrowed down to 3 flavours by a panel of judges
● Actress Eva Longoria and celebrity chef Michael Symon included on the
panel
22. CAMPAIGN
● The shortlisted flavours were showcased in
stores for customers to sample
● The final decision was then put up for public
vote
REWARD
The creator of the winning flavour has two options;
1. $1 million reward
2. 1% of the net sales of that flavour within that year
Whichever is higher will be awarded to the winner
TARGETS
• Generate social media buzz among millennials
• Receive 1.2 million flavour submissions
• Record a 3% rise in sales
• RESULTS
• 3.8 million submissions
• Over 22 million pages visits on Facebook
• Over 12% rise in sales
• The inventory of the three finalist flavours were sold
out within two hours of reaching stores
• People were selling bags online for $35
23. Benefits
● Low cost insight in to consumer tastes and
preferences
● Lays attained their goal by creating a
stronger relationship with the target new
audience as well as existing consumers
● Shorten product development lifecycle to
10 months instead of the usual 15 to 20
months
● And perhaps most important, the world
was bestowed with new flavours of potato
chips.
Evolution
● After the incredible success the first campaign
Lays evolved the competition a little bit to make it
still attractive and more engaging
● Lays created funny videos based on customer
conversations on twitter to react to their
comments.
● Set in a puppet show theme featuring two
potatoes, the Taste Spuds, Lay’s uses this
medium to further engage with top influencers
and extend the buzz of the competition.
● Additionally, the company set up a heat map to
track most popular ingredient submissions from
each state.
