Crowd Advertising Success Stories and Challenges - Crowdsourcing Week

Crowd Advertising Success Stories &

Challenges David Berkowitz

VP Emerging Media, 360i@dberkowitz

dberkowitz@gmail.comabout.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.

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How marketers can tap crowdsourcing

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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

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What can marketers crowdsource?

Ads

Product ideas

Pricing

Corporate strategy

Content

Campaign direction Product

namesEvent

locations Customer service

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What we’ll tackle today

Ads

Product ideas

Pricing

Corporate strategy

Content

Campaign direction Product

namesEvent

locations Customer service

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Focus on the value exchange

PRPR

SALESSALES

ADVOCACYADVOCACY

REWARDS

REWARDS

SOCIALCURRENCY

SOCIALCURRENCY

RECOGNITIONRECOGNITION

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PROPRIETARY & CONFIDENTIAL

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• 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

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The Ad Bowl brings out some of the boldest ad experiments

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“Call it the Crowdsourcing Bowl”

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Coke puts its ad ending up for a vote

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Doritos keeps crashing the Super Bowl

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Doritos takes 2 of 2013’s top 10

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Lincoln steers the ad script with tweets shaping the spot

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Beware of the Alpacalypse!

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Wisdom of crowds (& directors) can fall flat

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• 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

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Oreo taps the crowd to cap 100 days of cultural connections

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Approach: act like a newsroom

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Localized twists for key markets

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Original U.S. Twist

Repurposed Twist

Local Market Twist

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Get those submissions in

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Campaign in progress

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Taking it to the big screen

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High fives to all the winners

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Bacon: more than just social currency

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What’s bacon worth to you?

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Meaty results

◦2,168 bricks of bacon

◦3,000 miles

◦43,278 offers

◦+41% brand buzz

◦336MM impressions

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• 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

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Grab your Buds to crowdsource

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Brewmasters go on tour

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Cheers to the winners

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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

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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

◦

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Don’t use this app and drive

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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.”

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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

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Crowdsource applause!(Thank you!)

David Berkowitz

dberkowitz@gmail.com

@dberkowitz

about.me/dberkowitz