The Power Of
Growdsourcing
"The amount of a talent dispersed a4nong4ßåuman race has always
outstripped our Capacity to harness it. Crowdsourcing corrects that—but in doing so,
unl hes the forces Of creative destruction.
Jeff
PBR: Two advertising agencies are
using crowdsourcing to try and purchase
PBR brewing. When the companys founder
died, he left the business to a non-profit
organization. However, non-profits cannot
own for-profit businesses.
The two agencies (buyabeercompanycom)
hope to raise $300 million to buy the
company and continue making its beer.
Threadless is a community
driven t-shirt Store that lets users
decide which designs get printed.
A great way for designers to make
a name for themselves.
99
TiVo went to the people who knew
them the best: users. Instead of paying
a team of creatives from an agency, the
company offered S 1000 for any banner
submission chosen to be apart of its
new campaign. The company noted that
winners could be paid nearly instantly
through PayPal.
Mtn Dew has used crowd sourcing a variety
Of times, each time utilizing social networks
to help accomplish its goals.
The latest project, Dewocracy, is using Facebook
and Youtube to develop new Mtn Dew beverages
based on users preferences. Mountain Dew is
taking market research directly to the people, by
allowing them to decide what they want from
future Mtn Dew drinks.
HP asked users to create ads for
You on You' series, which is an
'everyday version' of its Artist Edition
campaign about how celebrities, such
as Jay-Z, used their HP computers.
Facebook asked users worldwide
to helpTranslate the social network.
In a year, Facebook used crowd
sourcing to translate its entire site
to over 60 languages
Pepsi spent millions of dollars on a new
social campaign. The goal was to move
focus away from a 30 second spot during one
TV event, to a longer, more engaging and broad
demographic by encourages people to submit
ideas which would put back into the community
using music, food, healthcare neighborhood
repairs and improvement, and other environ-
mentally friendly campains.
1
Doritos asked users to create a
commercial for their new mystery
flavor. The winner's commercial
would air during the Super Bowl.
They would also receive $ 1 M, while
2nd and 3rd place get 600K & 400K
respectively
The Johnny Cash Project
The directors and the record
company, including producer Rick
Rubin, chose to crowdsource drawings
of Johnny Cash from all over the world
(roughly 5,500 drawings) to animate a
video for a song from his final record.
1 - Company Has a
problem
2- Company Broadcasts
problem Online
3-0nline "crowd" is
Asked for Solutions/
Suggestions
4- Crowd Submits
Solutions
5- Company Rewards
Winning Solvers
6- Company Owns
Winning Solutions
7- Company Profits
News Editors
Scientific
Research
firm?
Beverage
companies
White House is collecting ideas on how
to change the manufacturing industry from
those who work in it. It asks people which
technologies they think are most important
to the industry, as well as what sort offuture
regulation they believe would be beneficial.
HTC: In a note posted on
Facebook, HTC says they are
looking for a name that is playful
and full of youth', before asking you
to choose from One Of four options.
Unilever held a contest aimed at creative
professionals who could win $ 10,000 to
design a new print and/or TV campaign
for Peperami, a meat snack for children.
TechCrunch's site was hacked.
Instead of leaving it to authorities
to decide how to punish the hacker,
the site invited readers to determine
the hackers fate.
New Zealand was looking to revitalize
its tourism campaign, and turned to
crowdsourcing byhosting a contest for
young film makers.
Their reward? The opportunity to screen
work in front of famous director Peter
Jackson, and a trip to NZ to shoot and
produce a 3-minute film about
the Country.
Web brands
Start-ups
Small
Businesses
National Health Museum moved
to crowdsourced photography
Who uses
crowd
sourcing?
Production companies
& Ad Agencies
At YouTube and probably within
any new social network
Replay
530.000
First Deal:
professional
or ad agency
$150
Second Deal:
Individual photographer
With non-profit rate
Final Deal:
Istockphoto
99
interact With the
content and change it
1% of the users are
active content creators
designs
#1 Marketplace for Crowdsourced Graphic Design
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