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Crowd Advertising Success Stories and Challenges - Crowdsourcing Week

Crowd Advertising Success Stories & Challenges, presented at Crowdsourcing Week 2013 in Singapore by David Berkowitz, featuring examples and case studies about Oreo, Oscar Mayer, Coca-Cola, Budweiser, Sam Adams, and Lincoln. Also available via bit.ly/crowdads

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Crowd Advertising
Success Stories &
Challenges
David Berkowitz
VP Emerging Media, 360i
@dberkowitz
dberkowitz@gmail.com
about.me/dberkowitz
Presented at Crowdsourcing Week
in Singapore, June 2013
Why am I running a
session on
crowdsourcing?
What
should we
call him?
I wanted
a sister!
My parents crowdsourced
my name.
We’ll go to the
town square and
have people
vote on it.
Who wants to
hold him?
Not it! Not it!
I crowdsourced my mode
of transportation.
Not the
Jersey Shore
again!
My family even crowdsourced
our vacation destinations.
6
m
Now that I’m an adult, I even
crowdsource what to wear.
Ad

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Crowd Advertising Success Stories and Challenges - Crowdsourcing Week

Editor's Notes

  1. My parents crowdsourced my name….
  2. I crowdsourced my means of transportation
  3. We crowdsourced vacation destinations
  4. And now I even crowdsource what I’m wearing Go Try It On – www.gotryiton.com
  5. - Rushkoff, Douglas (2013-03-21). Present Shock: When Everything Happens Now (Kindle Locations 3013-3014). Penguin Group US. Kindle Edition. - http://www.npr.org/books/titles/175056225/present-shock-when-everything-happens-now
  6. Image credit: <a href='http://www.123rf.com/photo_11263939_crowd-of-funny-peoples-sketch-for-your-design.html'>kudryashka / 123RF Stock Photo</a> Content – Patagonia - http://www.digiday.com/brands/inside-patagonias-content-machine/ Ads (eg Crash the Super Bowl, Tongal, 99 Designs) Products, ideas, pricing, names, etc Crowdsource direction of a campaign (Oreo, Oscar Mayer) Content (Patagonia) Business trategy Crowdsource tasks Crowdsource event locations (Paranormal)
  7. Image credit: <a href='http://www.123rf.com/photo_11263939_crowd-of-funny-peoples-sketch-for-your-design.html'>kudryashka / 123RF Stock Photo</a> Content – Patagonia - http://www.digiday.com/brands/inside-patagonias-content-machine/ -Ads (eg Crash the Super Bowl, Tongal, 99 Designs) -Products, ideas, pricing, names, etc Crowdsource direction of a campaign (Oreo, Oscar Mayer) Content (Patagonia) Business trategy Crowdsource tasks Crowdsource event locations (Paranormal) - Bud - http://www.idigitaltimes.com/articles/12583/20121107/budweiser-crowdsourcing-new-beer-formula-project-12.htm - http://www.digiday.com/brands/5-brands-winning-at-crowdsourcing/ ADVERTISING Super Bowl’s 3 approaches Coke crowdsourcing the ending Dorito’s Lincoln??? Car company directing spot from people’s tweets CAMPAIGN DIRECION Oreo Oscar Mayer PRODUCT Budweiser Project 12 http://www.idigitaltimes.com/articles/12583/20121107/budweiser-crowdsourcing-new-beer-formula-project-12.htm or Sam Adams Sam Adams
  8. Images - http://www.businessinsider.com/apple-execs-hated-the-1984-ad-and-almost-killed-it-2011-1 - http://www.hawkblocker.com/2011/10/06/steve-jobs-dead-mac-1984-ad/
  9. http://www.usatoday.com/story/money/business/2013/01/19/crowdsourcing-super-bowl-commercials-doritos-lincoln-pepsi/1842937/ More: http://www.usatoday.com/story/money/business/2013/01/22/super-bowl-commercial-endings/1855845/
  10. http://www.youtube.com/watch?v=QDcHRFRZd7I&list=SPCIVZWq1FAwdVtHjqnhjLe54IOm61mRgC&index=3 Results - Mashable: http://mashable.com/2013/02/04/coke-super-bowl-ad-2013/
  11. - https://apps.facebook.com/crashthesuperbowl/
  12. - http://admeter.usatoday.com/articles/view/the-results
  13. •  Your tweet can air on The Game.  Trying to appeal to a younger generation of buyers, Lincoln has turned to Twitter for attention. It elicited thousands of tweets from consumers about their wackiest-ever road trips. The best have been dramatized and woven into a Super Bowl commercial mashup. "Beginning with this," says Matt VanDyke, director of global Lincoln marketing, "we plan to embrace social media.“ – USA Today - http://now.lincoln.com/2013/02/the-story-that-started-with-you/
  14. - http://admeter.usatoday.com/articles/view/the-results
  15. We developed a plan to amplify the conversation among this audience, providing culturally relevant content every day for 100 days. - http://www.nytimes.com/2012/09/25/business/media/oreos-daily-twist-campaign-finale-enlists-consumers.html?_r=0
  16. http://www.360i.com/work/oreo-daily-twist/ http://pinterest.com/draftfcb/oreo-daily-twist/
  17. https://www.facebook.com/photo.php?fbid=10151192090694653&set=a.124804629652.101377.114998944652&type=1 https://www.facebook.com/oreo?fref=ts&filter=1
  18. - http://www.adweek.com/news/advertising-branding/oreo-crowdsources-its-final-daily-twist-ad-live-times-square-144131
  19. - https://twitter.com/TedCurtin/status/253186791547486208/photo/1
  20. 360i case study - http://www.youtube.com/watch?v=HY9cwOX2SL0 - http://www.baconbarter.com/
  21. Image: http://www.adweek.com/news/advertising-branding/ad-day-oscar-mayer-143533
  22. Bacon bad-ass!
  23. Idigitaltimes - Budweiser Is Crowdsourcing New Beer Formula With 'Project 12' Campaign http://www.idigitaltimes.com/articles/12583/20121107/budweiser-crowdsourcing-new-beer-formula-project-12.htm Bud - http://www.anheuser-busch.com/Project12/default.aspx?redir=%2fProject12%2fmain.html http://anheuser-busch.com/index.php/consumers-help-choose-three-new-budweiser-beers-for-project-12-sampler-pack/
  24. - http://anheuser-busch.com/index.php/budweisers-12-u-s-brewmasters-visit-city-of-brotherly-love-to-sample-project-12-beers-during-budweiser-made-in-america/
  25. - http://anheuser-busch.com/index.php/consumers-help-choose-three-new-budweiser-beers-for-project-12-sampler-pack/
  26. http://blog.samueladams.com/category/crowd-craft-project/ http://blog.samueladams.com/a-collective-brew-by-you/
  27. - http://www.ideabounty.com/blog/post/2835/crowdsourcing-beer-the-samuel-adams-crowd-craft-project
  28. - http://blog.samueladams.com/how-to-brew-baustin-ale/#more-147