Presentation done on Wednesday November 13th, at Sciences Po Paris, in Nathanael La Combe's class about storytelling and advertainment.

1. Crowdsourcing
Storytelling with the crowd
@YannigRoth– 13th November 2013

2. Crowdsourcing
1. A company posts a
problem online
2. A vast number of
individuals offer
solutions
3. The winning ideas are
rewarded
4. The company uses the
output for its own gain
(Howe, 2006; Brabham, 2008; Estellés-Arolas&
González-Ladrón-de-Guevara, 2012)

3. The ContestEra
- “Long before the term crowdsourcing or
even the Internet existed, Pillsbury was
running the Bakeoff to engage consumers
in the brand, generate public
awareness, and identify creative uses of
their products” (Parvanta, Roth & Keller, 2013)
- A variety of companies and brands ran
advertising contests in the so-called
Contest Era
- The book and the film The Prize Winner
of Defiance, Ohio features a lot of other
examples: Chevrolet, Colgate, Dr
Pepper, Heinz, Kleenex, Lipton, Lucky
Strike, Purina…

4. 7 Facts About the ContestEra
1. Contests Were Big in the 1950′s &
1960′s
2. Advertising Contests Were Creative
Contests
3. Brands Sponsored Contests to Sell
More Products
4. Prizes Went From Symbolic Earnings to
Spectacular
5. Advertising Contests Were Handled by
Agencies
6. Consumers Participated to Express
Their Creativity
7. The Contest Era Ended Because of
Sweepstakes
7 Facts About Advertising Contests in the “Mad Men” Era

5. More recenthistory of crowdsourcing
Crowdsourcing by World's Best Global Brands (Timeline)

6. More recenthistory of crowdsourcing
Crowdsourcing by World's Best Global Brands (Timeline, data from July 2013)

7. A shift in innovation and marketing
Gartner sees a massive shift toward applications of
crowdsourcing in advertising, online communities, scientific
problem solving, internal new product ideas, and consumercreated products:
- “By 2017, more than half of consumer goods manufacturers
will receive 75% of their consumer innovation and R&D
capabilities from crowdsourcedsolutions”
-
“Consumer goods companies that employ crowdsourced
solutions in marketing campaigns or new product
development will enjoy a 1 percent revenue boost over
noncrowdsourced competitors by 2015”
Gartner Inc. - October 2013

9. http://www.youtube.com/watch?v=Srv0QFbJ0sQ

10. Crowdsourcing what?
VOLVIC:
“Restyle the 50cl water bottle”
FMCG:
“Create the best baby milk for working
mums in China”
FMCG:
“What does this gum say about you that no
other gum conveys?”
KRAFT:
“Tell us what is unique about MiniOreo”
GILLETTE:
“Men, what is the ideal shop for
you?”
BEVERAGE:
“Create a new drinking experience
for our new whisky in China”
AUTOMOTIVE:
“How would you move around in
20 years?”
FMCG:
“Invent the future of digital scents”
FINANCE:
“Imagine the credit card of the
future”
COCA-COLA:
“Illustrate energizing refreshment in a 30
secs video”
HYUNDAI:
“Shows us how Veloster challenges
conventions”

11. Crowdsourcing what?
BEVERAGE:
“Create a new drinking
experience for our new whisky
in China”
FMCG:
“What does this gum say about
you that no other gum
conveys?”
GILLETTE:
“Men, what is the ideal
shop for you?”
KRAFT:
“Tell us what is unique
about Mini-Oreo”
VOLVIC:
“Restyle the 50cl water
bottle”
CITROËN:
“Personalize the DS3’s
roof, mirror, dashboard
and wheel rims”
HYUNDAI:
“Shows us how Veloster
challenges conventions”
COCA-COLA:
“Illustrate energizing
refreshment in a 30 second
videos”

12. Ideas
Content

13. IDEA
noun ī-ˈ
dē-ə, -ˈ
dēəalso ˈī dē-ə or ˈī
-(ˈ)
-dē
A thought, plan, or
suggestion about what to do

15. http://www.eyeka.net/stories/design/#volvic

17. http://www.youtube.com/watch?v=MkEx-Z91i8I

19. http://www.youtube.com/watch?v=X0eAEUu2fVQ&

21. https://clients.eyeka.net/projects/7121-Dirt-is-Good/submissions/670916
(login needed)

22. http://www.youtube.com/watch?v=wQ4xVLoA7Mk

23. Creative brief based
on client’sneeds
Approval of the
planning
Selection of
an idea
Ideation
• The strategic and creative
teams pitch advertising
ideas based on the
client’s needs
Preproduction
• The parties set up a
production planning
(budget, casting, fee etc.)
Approval of a final
spot by client
Choice of
rough cuts
Production
• Director orchestrates
shoot, assisted by
technical staff with
agency creatives and
producer
Postproduction
• Editors work on the
footage to build up a
“rough cut” and
eventually the final
version
Distribution
• Finished ad is shared with
the agency's media
department for
distribution based on the
media plan
Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of VideoAdvertising: The emergingroles of crowdsourcing platforms. In R. J. DeFillippi& P. Wikström
(Eds.), International Perspectives on Business Innovation and Disruption in the Creative Industries: Film, Video, Photography. Edward Elgar Publishing Ltd. Retrieved from
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2231396

24. Creative brief based
on client’sneeds
Approval of the
planning
Selection of
an idea
Ideation
• The strategic and creative
teams pitch advertising
ideas based on the
client’s needs
Preproduction
• The parties set up a
production planning
(budget, casting, fee etc.)
Approval of a final
spot by client
Choice of
rough cuts
Production
• Director orchestrates
shoot, assisted by
technical staff with
agency creatives and
producer
Postproduction
• Editors work on the
footage to build up a
“rough cut” and
eventually the final
version
Distribution
• Finished ad is shared with
the agency's media
department for
distribution based on the
media plan
Idea contests can be used to generate simple
ideas, to be used by organizations for the
creation of advertisements in a traditional
manner
Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of VideoAdvertising: The emergingroles of crowdsourcing platforms. In R. J. DeFillippi& P. Wikström (Eds.),
International Perspectives on Business Innovation and Disruption in the Creative Industries: Film, Video, Photography. Edward Elgar Publishing Ltd. Retrieved from
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2231396

25. Creative brief based
on client’sneeds
Approval of the
planning
Selection of
an idea
Ideation
• The strategic and creative
teams pitch advertising
ideas based on the
client’s needs
Preproduction
Production
• The parties set up a
production planning
(budget, casting, fee etc.)
Approval of a final
spot by client
Choice of
rough cuts
• Director orchestrates
shoot, assisted by
technical staff with
agency creatives and
producer
Postproduction
• Editors work on the
footage to build up a
“rough cut” and
eventually the final
version
Distribution
• Finished ad is shared with
the agency's media
department for
distribution based on the
media plan
Call for pitches can be used to identify
talented individuals to work and co-create the
spots with
Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of VideoAdvertising: The emergingroles of crowdsourcing platforms. In R. J. DeFillippi& P. Wikström
(Eds.), International Perspectives on Business Innovation and Disruption in the Creative Industries: Film, Video, Photography. Edward Elgar Publishing Ltd. Retrieved from
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2231396

26. http://www.youtube.com/watch?v=vJYPn8cxZ-E

27. Ideas
Content

28. CONTENT
noun ˈ
kän-ˈtent
The principal substance
offered by a World
Wide Web site

29. Digital video took in $1.3 billion in
revenue during the first six months of
2013
This represents an uptick of 24% over
the first half of 2012, at $1.1 billion
“Digital video delivers avid viewership
and strong brand-building
opportunities.”
(IAB Internet Advertising Revenue Report2013)

31. How canbrandsget video content at
affordable cost?
Crowdsourcing
1.
2.
3.
4.
Post a creative brief online
A vast number of individuals offer videos
The winning videos are rewarded
The company uses the videos for its own gain

32. Current forms of
crowdsourcing:
- Various forms of video
advertising projects
Advent of creative
crowdsourcing platforms:
- Initiated by brands and
their agencies
- Simple contests
- Managed by creative
crowdsourcing firms
- Initiated by brands and
their agencies
Early forms of
crowdsourcing:
- Simple contests
- Managed by creative
crowdsourcing firms
- On private contest
platforms and through inhouse production units
- On private contest
platforms
- Initiated by brands
- Managed by agencies
- On ad hoc contest websites
Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of VideoAdvertising: The emergingroles of crowdsourcing platforms. In R. J. DeFillippi& P. Wikström
(Eds.), International Perspectives on Business Innovation and Disruption in the Creative Industries: Film, Video, Photography. Edward Elgar Publishing Ltd. Retrieved from
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2231396

33. http://www.tiki-toki.com/timeline/entry/52997/Crowdsourcing-byWorlds-Best-Global-Brands/#vars!panel=511145!

35. http://www.youtube.com/watch?v=HyLh9jwVCGs

37. http://www.youtube.com/watch?v=vvoLFbo71uE
Réalisateur: Alexandre Dinaut

38. Réalisateur: Alexandre Dinaut (photosvia Nam ThaiLai)

41. http://www.youtube.com/watch?v=fdqMgPi_vCE

42. Creative brief based
on client’sneeds
Approval of the
planning
Selection of
an idea
Ideation
• The strategic and creative
teams pitch advertising
ideas based on the
client’s needs
Preproduction
• The parties set up a
production planning
(budget, casting, fee etc.)
Approval of a final
spot by client
Choice of
rough cuts
Production
• Director orchestrates
shoot, assisted by
technical staff with
agency creatives and
producer
Postproduction
• Editors work on the
footage to build up a
“rough cut” and
eventually the final
version
Distribution
• Finished ad is shared with
the agency's media
department for
distribution based on the
media plan
The most often encountered use of crowdsourcing *…+ is
still the use of simple contests. *…+ This type of initiative
requires participants to complete all stages needed to
come up with an advertisement: ideation, preproduction, production and post-production.
Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of VideoAdvertising: The emergingroles of crowdsourcing platforms. In R. J. DeFillippi& P. Wikström
(Eds.), International Perspectives on Business Innovation and Disruption in the Creative Industries: Film, Video, Photography. Edward Elgar Publishing Ltd. Retrieved from
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2231396

43. The Big C - A Short Guide To
Creating, Predicting and Amplifying
Social Videos
(whitepaper)
http://fr.slideshare.net/eYeka/the-big-ca-short-guide-to-creating

44. Who are the participants?
http://vimeo.com/26099669

45. Whydo theyparticipate?

46. Culture Pub (M6, 3 Mai 2013)
http://www.6play.fr/m6/#/le-1245/11289590-crowsourcing-culture-pub
http://www.youtube.com/watch?v=EZ0VyweQonQ

47. Spécial Investigation (Canal+, 14 Octobre 2013)
http://www.youtube.com/watch?v=b1Ecx_UinYw

49. Thank
You!

50. RecommendedReadings
• Brabham, D. C. (2013). Crowdsourcing. Cambridge, MA: MIT Press
• Dawson, R. (2012). Getting Results From Crowds: The definitive guide to
using crowdsourcing to grow your business (2nd ed.)
• Howe, J. (2008). Crowdsourcing: Why the Power of the Crowd Is Driving
the Future of Business. Crown Business
• Lebraty, J.-F., &Lobre-Lebraty, K. (2013). Crowdsourcing. London: ISTE Ltd
and John Wiley & Sons Inc.
• Roth, Y., & Kimani, R. (2014).Crowdsourcing in the Production of
VideoAdvertising: The emergingroles of crowdsourcing platforms. In R. J.
DeFillippi& P. Wikström (Eds.), International Perspectives on Business
Innovation and Disruption in the Creative Industries: Film, Video,
Photography. Edward Elgar Publishing Ltd.
• Texeira, T. (2013, June). How to Profit From “Lean Advertising.” Harvard
Business Review, (June).