crowd advertising success stories and challenges - crowdsourcing week
DESCRIPTION
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/crowdadsTRANSCRIPT
Crowd Advertising Success Stories &
Challenges David Berkowitz
VP Emerging Media, 360i@dberkowitz
[email protected]/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
namesEvent
locations Customer service
11
What we’ll tackle today
Ads
Product ideas
Pricing
Corporate strategy
Content
Campaign direction Product
namesEvent
locations Customer service
12
Focus on the value exchange
PRPR
SALESSALES
ADVOCACYADVOCACY
REWARDS
REWARDS
SOCIALCURRENCY
SOCIALCURRENCY
RECOGNITIONRECOGNITION
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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
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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
25
Oreo taps the crowd to cap 100 days of cultural connections
2626
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
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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
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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
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
◦
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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
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Crowdsource applause!(Thank you!)
David Berkowitz
@dberkowitz
about.me/dberkowitz