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Crowd Advertising Success Stories and Challenges - Crowdsourcing Week

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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 and Challenges - Crowdsourcing Week

  1. 1. Crowd AdvertisingSuccess Stories &ChallengesDavid BerkowitzVP Emerging Media, 360i@dberkowitzdberkowitz@gmail.comabout.me/dberkowitzPresented at Crowdsourcing Weekin Singapore, June 2013
  2. 2. Why am I running asession oncrowdsourcing?
  3. 3. Whatshould wecall him?I wanteda sister!My parents crowdsourcedmy name.We’ll go to thetown square andhave peoplevote on it.
  4. 4. Who wants tohold him?Not it! Not it!I crowdsourced my modeof transportation.
  5. 5. Not theJersey Shoreagain!My family even crowdsourcedour vacation destinations.
  6. 6. 6mNow that I’m an adult, I evencrowdsource what to wear.
  7. 7. 7
  8. 8. How marketers cantap crowdsourcing
  9. 9. 9One way to definecrowdsourcing…"Crowdsourcing is really just acorporation’s way of trying to focus theotherwise random feedback fromconsumers onto a particular task."- Douglas Rushkoff, Present Shock
  10. 10. 10What can marketerscrowdsource?AdsProductideasPricingCorporatestrategyContentCampaigndirection ProductnamesEventlocations Customerservice
  11. 11. 11What we’ll tackle todayAdsProductideasPricingCorporatestrategyContentCampaigndirection ProductnamesEventlocations Customerservice
  12. 12. 12Focus on the value exchangePRPRSALESSALESADVOCACYADVOCACYREWARDSREWARDSSOCIALCURRENCYSOCIALCURRENCYRECOGNITIONRECOGNITION
  13. 13. 13PROPRIETARY & CONFIDENTIAL
  14. 14. 14• Ads to run in any kind ofmedia• ‘Runner up’ content that maybe used in various earned andowned channels• Early consumer interest intheir campaigns and productsMarketers get:• Shot at fame and fortune• Recognition by the brand• Showpieces for their portfoliosusing real brands andcampaignsConsumers get:Value exchange
  15. 15. 15The Ad Bowl brings outsome of the boldest adexperiments
  16. 16. 16“Call it the CrowdsourcingBowl”
  17. 17. 17Coke puts its ad ending upfor a vote
  18. 18. 18Doritos keeps crashing theSuper Bowl
  19. 19. 19Doritos takes 2 of 2013’s top10
  20. 20. 20Lincoln steers the ad scriptwith tweets shaping the spot
  21. 21. 21Beware of the Alpacalypse!
  22. 22. 22Wisdom of crowds (&directors) can fall flat
  23. 23. 23
  24. 24. 24• Input from consumers toshape campaigns• Focus group offering real-timeinsights• Potential for boost of earnedmedia from consumersparticipatingMarketers get:• A participatory role withbrands they like• Opportunities to see brandsact on their feedback• Social currency – somethingfun to share with their peersConsumers get:Value exchange
  25. 25. 25Oreo taps the crowd to cap100 days of culturalconnections
  26. 26. 2626Approach: act like a newsroom
  27. 27. 27Localized twists for keymarkets27OriginalU.S. TwistRepurposedTwistLocal MarketTwist
  28. 28. 28Get those submissions in
  29. 29. 29Campaign in progress
  30. 30. 30Taking it to the big screen
  31. 31. 31High fives to all the winners
  32. 32. 32Bacon: more than just socialcurrency
  33. 33. 33
  34. 34. 34What’s bacon worth to you?
  35. 35. 35Meaty results◦2,168 bricks of bacon◦3,000 miles◦43,278 offers◦+41% brand buzz◦336MM impressions
  36. 36. 36
  37. 37. 37
  38. 38. 38• Feedback focused directly onnew and potential products• Chance to pre-sell products• Story arc for ongoingmarketing campaignMarketers get:• A chance to give feedbackthat directly shapes products• Better products• Social currencyConsumers get:Value exchange
  39. 39. 39Grab your Buds tocrowdsource
  40. 40. 40Brewmasters go on tour
  41. 41. 41Cheers to the winners
  42. 42. 42Budweiser brews history“With all this feedback from consumers, Iguess you can call this the largest focusgroup in Budweiser history, maybe evenbeer history… Best of all, we listened towhat our beer drinkers told us and we letthem help us make the decision aboutwhat to bring to stores.”- Budweiser VP Rob McCarthy◦
  43. 43. 43Sam Adams Kicks offCrowd Kraft Beer Project“When we brew a new batch of beer,I feel an overwhelming excitementthat I am a part of an amazing,creative process. I’m hoping thateven though we don’t have coverallsfor everyone, you feel the sameexcitement knowing that you helpedcraft a Samuel Adams beer.”- Sam Adams blogger Bert Boyce, January 2012
  44. 44. 44Don’t use this app and drive
  45. 45. 45Sam Adams gives the recipeback to the people”As this beer wastruly created by thepeople, it shouldalso be for thepeople so we’remaking the recipeavailable toeveryone here.”
  46. 46. 46Summary:Best & worst case scenariosfor crowdsourced advertisingBest Case Worst CaseAdvertising Hit ad Ad falls flatCampaignDirectionConstant viralengagementNo oneparticipatesProduct Hot product Productbombs
  47. 47. 47Crowdsource applause!(Thank you!)David Berkowitzdberkowitz@gmail.com@dberkowitzabout.me/dberkowitz

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