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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.
7
How marketers can
tap crowdsourcing
9
One way to define
crowdsourcing…
"Crowdsourcing is really just a
corporation’s way of trying to focus the
otherwise random feedback from
consumers onto a particular task."
- Douglas Rushkoff, Present Shock
10
What can marketers
crowdsource?
Ads
Product
ideas
Pricing
Corporate
strategy
Content
Campaign
direction Product
names
Event
locations Customer
service
11
What we’ll tackle today
Ads
Product
ideas
Pricing
Corporate
strategy
Content
Campaign
direction Product
names
Event
locations Customer
service
12
Focus on the value exchange
PRPR
SALESSALES
ADVOCACYADVOCACY
REWARD
S
REWARD
S
SOCIAL
CURRENCY
SOCIAL
CURRENCY
RECOGNITIONRECOGNITION
13
PROPRIETARY & CONFIDENTIAL
14
• Ads to run in any kind of
media
• ‘Runner up’ content that may
be used in various earned and
owned channels
• Early consumer interest in
their campaigns and products
Marketers get:
• Shot at fame and fortune
• Recognition by the brand
• Showpieces for their portfolios
using real brands and
campaigns
Consumers get:
Value exchange
15
The Ad Bowl brings out
some of the boldest ad
experiments
16
“Call it the Crowdsourcing
Bowl”
17
Coke puts its ad ending up
for a vote
18
Doritos keeps crashing the
Super Bowl
19
Doritos takes 2 of 2013’s top
10
20
Lincoln steers the ad script
with tweets shaping the spot
21
Beware of the Alpacalypse!
22
Wisdom of crowds (&
directors) can fall flat
23
24
• Input from consumers to
shape campaigns
• Focus group offering real-time
insights
• Potential for boost of earned
media from consumers
participating
Marketers get:
• A participatory role with
brands they like
• Opportunities to see brands
act on their feedback
• Social currency – something
fun to share with their peers
Consumers get:
Value exchange
25
Oreo taps the crowd to cap
100 days of cultural
connections
26
26
Approach: act like a newsroom
27
Localized twists for key
markets
27
Original
U.S. Twist
Repurposed
Twist
Local Market
Twist
28
Get those submissions in
29
Campaign in progress
30
Taking it to the big screen
31
High fives to all the winners
32
Bacon: more than just social
currency
33
34
What’s bacon worth to you?
35
Meaty results
◦2,168 bricks of bacon
◦3,000 miles
◦43,278 offers
◦+41% brand buzz
◦336MM impressions
36
37
38
• Feedback focused directly on
new and potential products
• Chance to pre-sell products
• Story arc for ongoing
marketing campaign
Marketers get:
• A chance to give feedback
that directly shapes products
• Better products
• Social currency
Consumers get:
Value exchange
39
Grab your Buds to
crowdsource
40
Brewmasters go on tour
41
Cheers to the winners
42
Budweiser brews history
“With all this feedback from consumers, I
guess you can call this the largest focus
group in Budweiser history, maybe even
beer history… Best of all, we listened to
what our beer drinkers told us and we let
them help us make the decision about
what to bring to stores.”
- Budweiser VP Rob McCarthy
◦
43
Sam Adams Kicks off
Crowd Kraft Beer Project
“When we brew a new batch of beer,
I feel an overwhelming excitement
that I am a part of an amazing,
creative process. I’m hoping that
even though we don’t have coveralls
for everyone, you feel the same
excitement knowing that you helped
craft a Samuel Adams beer.”
- Sam Adams blogger Bert Boyce, January 2012
44
Don’t use this app and drive
45
Sam Adams gives the recipe
back to the people
”As this beer was
truly created by the
people, it should
also be for the
people so we’re
making the recipe
available to
everyone here.”
46
Summary:
Best & worst case scenarios
for crowdsourced advertising
Best Case Worst Case
Advertising Hit ad Ad falls flat
Campaign
Direction
Constant viral
engagement
No one
participates
Product Hot product Product
bombs
47
Crowdsource applause!
(Thank you!)
David Berkowitz
dberkowitz@gmail.com
@dberkowitz
about.me/dberkowitz

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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