Crowdsourcing - Storytelling With The Crowd

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

Crowdsourcing1. A company posts a

problem online2. 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)

The Contest Era- “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…

7 Facts About the Contest Era1. Contests Were Big in the 1950 s & ′

1960 s′2. Advertising Contests Were Creative

Contests3. Brands Sponsored Contests to Sell

More Products4. Prizes Went From Symbolic Earnings to

Spectacular5. Advertising Contests Were Handled by

Agencies6. Consumers Participated to Express

Their Creativity7. The Contest Era Ended Because of

Sweepstakes

7 Facts About Advertising Contests in the “Mad Men” Era

More recent history of crowdsourcing

Crowdsourcing by World's Best Global Brands (Timeline)

More recent history of crowdsourcing

Crowdsourcing by World's Best Global Brands (Timeline, data from July 2013)

A shift in innovation and marketingGartner sees a massive shift toward applications of crowdsourcing in advertising, online communities, scientific problem solving, internal new product ideas, and consumer-created products:

- “By 2017, more than half of consumer goods manufacturers will receive 75% of their consumer innovation and R&D capabilities from crowdsourced solutions”

- “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

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

FMCG: “Invent the future of digital scents”

BEVERAGE:“Create a new drinking experience

for our new whisky in China”

FMCG:“Create the best baby milk for working

mums in China”

FINANCE: “Imagine the credit card of the

future”

FMCG:“What does this gum say about you that no

other gum conveys?”

KRAFT:“Tell us what is unique about Mini-

Oreo”

COCA-COLA: “Illustrate energizing refreshment in a 30

secs video”

GILLETTE:“Men, what is the ideal shop for

you?”

VOLVIC:“Restyle the 50cl water bottle”

HYUNDAI:“Shows us how Veloster challenges

conventions”

AUTOMOTIVE: “How would you move around in

20 years?”

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?”

KRAFT:“Tell us what is unique

about Mini-Oreo”

COCA-COLA: “Illustrate energizing

refreshment in a 30 second videos”

GILLETTE:“Men, what is the ideal

shop for you?”

VOLVIC:“Restyle the 50cl water

bottle”

HYUNDAI:“Shows us how Veloster challenges conventions”

CITROËN:“Personalize the DS3’s roof, mirror, dashboard

and wheel rims”

Crowdsourcing what?

Ideas

Content

IDEAnoun \ī-ˈdē-ə, -ˈdēə also ˈī-(ˌ)dē-ə or ˈī-dē\

A thought, plan, or suggestion about what to do

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

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

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

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

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

Selection of an idea

Approval of a final spot by client

Creative brief based on client’s needs

Approval of the planning

Choice of rough cuts

Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of Video Advertising: The emerging roles 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

Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of Video Advertising: The emerging roles 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

Selection of an idea

Approval of a final spot by client

Creative brief based on client’s needs

Approval of the planning

Choice of rough cuts

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 Video Advertising: The emerging roles 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

Call for pitches can be used to identify talented individuals to work and co-create the spots with

Selection of an idea

Approval of a final spot by client

Creative brief based on client’s needs

Approval of the planning

Choice of rough cuts

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

Ideas

Content

CONTENTnoun \ˈkän-ˌtent\

The principal substance offered by a World Wide Web site

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)

How can brands get video content at affordable cost?

Crowdsourcing1. Post a creative brief online2. A vast number of individuals offer videos3. The winning videos are rewarded4. The company uses the videos for its own gain

Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of Video Advertising: The emerging roles 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

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

!

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

http://www.youtube.com/watch?v=vvoLFbo71uE

Réalisateur: Alexandre Dinaut

Réalisateur: Alexandre Dinaut (photos via Nam Thai Lai)

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

Selection of an idea

Approval of a final spot by client

Creative brief based on client’s needs

Approval of the planning

Choice of rough cuts

Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of Video Advertising: The emerging roles 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

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, pre-production, production and post-production.

The Big C - A Short Guide To Creating, Predicting and Amplifying Social

Videos(whitepaper)

http://fr.slideshare.net/eYeka/the-big-c-a-short-guide-to-creating

Who are the participants?

http://vimeo.com/26099669

Why do they participate?

Culture Pub (M6, 3 Mai 2013)

http://www.youtube.com/watch?v=EZ0VyweQonQ

http://www.6play.fr/m6/#/le-1245/11289590-crowsourcing-culture-pub

Spécial Investigation (Canal+, 14 Octobre 2013)

http://www.youtube.com/watch?v=b1Ecx_UinYw

Thank You!

Recommended Readings• 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 Video

Advertising: The emerging roles 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).