Showing posts with label Crowdsourced. Show all posts
Showing posts with label Crowdsourced. Show all posts

ALS Association| Ice Bucket Challenge


The Ice Bucket Challenge is now considered one of the legendary social media campaigns of all time after using a simple (but unpleasant and hilarious) challenge to raise over $115 million dollars for a disease that most people had never even heard of.
What helped propel the virality was the fact that people were publicly challenging their friends and family on social media, which made them more likely to get involved than someone asking for a retweet. 
http://www.alsa.org

Oreo|


Oreo found a great way to engage their fans by posting DIY content on Vine. Fast tips like these do very well on the platform and it gave Oreo a unique opportunity to engage with their fans and see how they engage with their product. 

Urban Decay | Get Electric. Festival Style.

Urban Decay built a social campaign on Pinterest where users could submit their best recreations of makeup styles that they've seen at their favorite music festivals. Throughout the campaign Urban Decay gave away free festival tickets to Pinterest users that created the best boards featuring festival looks. 

Essence | Justin Bieber Believe Tour Sponsorship

The European beauty brand Essence made the most of their sponsorship of Justin Bieber's Believe Tour by creating social media events around each show.
They gave away free products at shows and offered various sweepstakes that highlighted user-generated content as contest entries for free tickets and other prizes.
Not only did they generate a lot of interest in their own brand, but they helped build buzz around each of the shows on the tour. The campaign resulted in 263 million brand impressions, 82,615 brand expressions, and 35 percent of on-site activation through social.


National Geographic | My Nat Geo Covershot

National Geographic launched a Facebook contest where their fans had a chance to have their own photo featured on the cover of the magazine and win two tickets for a free vacation. All the fans had to do was upload their photos and caption it and they were automatically entered to win.


Cadbury’s Australia| It’s no Picnic | Consumer generated advertising[ engagement]

Picnic Consumers go on a Picnic   create hundreds of commercials



Cadbury’s Australia launched a campaign recently for it’s Picnic Bar.  Picnic chocolate bar is made of nuts, wafer, chocolate, rice crisps and caramel – quite a mouthful.  George Patterson Y&R, challenged its audience to eat a Picnic in the space of a :30 commercial break. People filmed themselves using mobile phones, webcams and handycams and then created their own TV ads using the website, It’s no Picnic.
The number of responses is usually linked to ease of participation, the equity of the brand and the fun aspect of the ‘act’ involved. This contest was made fun and easy by letting contestants choose one of 50 pre-recorded voice overs. Personalization was made possible by inserting your own name (they had a database of 1400 – in India one would have to a tad more than that!). Hence, the final product looks like a finished, professional TV commercial rather than an amateur home video. And importantly, the approved commercials were dispatched as and when they were created, with every ad airing once – creating a campaign of hundreds of individual spots.
Post image for Consumers go on a Picnic – create hundreds of commercialsConsumer creation of ads is not new. Doritos, Tide 2 Go and several others (Indica Xeta in India) have all done it. But the ease of creating and airing this campaign makes it appealing. Not to mention the excitement of consumers seeing themselves on national TV. A straight jacketed :30 spot will soon go out of fashion.

Crowdsourced branding, a disaster for Kraft?



Vegemite

When Kraft launched a spin-off of their uniquely Australian Vegemite spread, they turned to consumers for a name… and it was dropped four days later. Last week another name was announced, can Kraft make it right this time?

The year was 1923 when chemist Cyril Callister took out a newspaper ad announcing his new food invention, a salty yeast extract spread made from the by-products of beer manufacturing, and a £50 award for the best name. Similar to the British Marmite, the sticky brown paste has become a staple in the country, selling more than 22 million jars per year. Over 85 years later, Kraft Foods followed Callister’s plan to name a new milder variation—a Vegemite and cream cheese blend—with much less fanfare.

“Now all it needs is a name,” Kraft launched the new product with a TV commercial by JWT Australia.

iSnack 2.0

Kraft Foods launched an Australia-wide contest in June 2009, putting the product on grocery shelves with special “Name Me” packaging. Over 48,000 entries came in across the country during the three-month contest, (somehow) resulting in the name ‘iSnack 2.0.’
Announced September 26th during the 2009 Australian Football League Grand Final, the name was chosen by a panel of marketing and communication experts in an effort to market the longtime staple to the younger ‘iPod’ generation. Replacing the temporary packaging, the new labels were printed with the tagline: “iSnack 2.0, because it's the next generation Vegemite.”
The name was coined by Dean Robbins, a 27-year-old web designer:
It was all a bit tongue-in-cheek really, the ‘i’ phenomenon and Web 2.0 have been recent revolutions, and I thought the new Vegemite name could do the same.
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Left: Original Vegemite spread (Photo: StephenMitchell, Flickr); Right: Packaging for iSnack 2.0 and the “Name Me” contest (Photo: avlxyz, Flickr)

Cheesybite, Vegefail

Within days, criticism was heard all over Australia, especially among the product’s tech-savvy target market who took to YouTube and Twitter (making #Vegefail a trending topic). “The new name has simply not resonated with Australians. Particularly the modern technical aspects associated with it,” Kraft said in a statement on September 30th. The controversial name was discontinued only four days after its launch.
Our Kraft Foods storeroom currently has thousands of jars of the iSnack 2.0 named Vegemite. This product will be distributed around Australia, and will continue to be sold in supermarkets for months to come – until Australia decides upon a new name.
Nameless once again, Kraft scrambled to short-list another six names and let the public decide. Polling more than 30,000 people, Kraft announced the product’s newest name on October 7th: ‘Vegemite Cheesybite,’ which captured 36% of the votes (although many chose ‘none of the above’ and were not included in the vote).
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Left: Vegemite Cheesybite, Kraft’s third and (hopefully) last packaging for the new product; Right: Results from Kraft’s survey
The name ‘Cheesymite’ was never considered, due to its popular use for another cheesy Vegemite-based snack in Australia and New Zealand. However it has been reported the name Cheesybite might come with its own legalcan of worms (just what they need).
The new Cheesybite jars will replace the iSnack variation in the coming months.

What does this say about the brand?

Kraft assures us this is not a publicity stunt, “We are proud custodians of Vegemite and have always been aware that it is the people's brand and a national icon.” Regardless, the publicity has the remaining iSnack-branded jars flying off grocery shelves and making their way onto eBay as “rare collector’s items.”
Some have said this incident has damaged the Vegemite brand in Australia. No one can deny iSnack 2.0 was a terrible choice—it says nothing about the product, and even the thought of it makes anyone who’s ever used an iPod roll their eyes (who were these marketing “experts” that handpicked the name from over 48,000 entries, anyway?).
But after all this, one thing is very clear: Australians are passionate about the Vegemite brand (and that’s what every brand wants)

901 Silver Tequila:::Executive Vice President of Big Ideas

01 Silver Tequila announced its first-ever contest on 9/01 at 9:01pm on www.901.com via a video call-to-action engaging consumers to come up with The Big Idea... Is it a major ad campaign? The next breakthrough promotion? A viral video? To kick off the 901at901on901 promotion and to celebrate the day and time of the brand's namesake, 901 CEO and founder, Justin Timberlake, and President, Kevin Ruder, toasted the crowd at LAVO at the Palazzo Las Vegas at 1:09am Pacific time this morning.
To apply for the job as the Executive Vice President of Big Ideas for 901 Silver Tequila, applicants are asked to submit their big idea for 901 Silver and a photo or video to support their concept via www.901.com. The applicant selected as Executive Vice President of Big Ideas will receive a VIP trip to Las Vegas, including roundtrip airfare for two, hotel stay, two tickets to the Justin and friends concert, and VIP access to any and every party, an annual salary of $0 with a one time bonus of $25,000, the opportunity to get coffee for the other 901 employees and of course, bragging rights about being the Executive Vice President of Big Ideas for 901 Silver Tequila. "We like to incorporate consumer feedback as part of our normal business practice at 901 Silver.
We've turned that premise into a contest," said Kevin Ruder, President of 901 Silver. Official rules of the 901at901on901 Contest are available at www.901.com. No purchase is necessary to participate and the contest is void where prohibited. Participants must be 21 years of age and legal residents of the United States or the District of Columbia. From September 1, 2009 through November 30, 2009, all entries submitted during the 90.1 day promotion will be reviewed by a panel of experts, who will choose the winner on December 4, 2009. For more information about the 901at901on901 Contest, visit www.901.com.
About 901 Tequila
It's Always.....made from 100% Blue Weber Agave
It's Always.....triple distilled
It's Always.....hand crafted
It's Always.....ultra smooth
It's Always Being Responsible

Hewlett-Packard with the new "You on You" campaign.

Hewlett-Packard with the new "You on You" campaign is inviting the public to make homemade versions of the "Personal Again" HP ads that feature celebrities (their faces hidden) talking about their digital lives. The effort, aimed at promoting the HP Artist Edition Notebook, is about halfway through its life span, and some of the submitted work has been pretty impressive.

Crowdsourcing Instant Noodle & Beverage Flavors in Japan

Cscout Japan points us to a great use of crowdsourcing to come up with new flavors for ramen noodles and fruit drinks in Japan. Recognizing the large community of ramen eaters online, the instant noodle company Acebook, has been collaborating with Japan’s largest social networking site Mixi to crowdsource new flavors and marketing slogans to go along with them. Over 4000 users voted for the following winning flavors that will be debuted in December: Collagen noodles, Milk Tantanmen, Bacon, egg, and vegetables and Ginseng Chicken.

In the beverage world, Calpis has adopted a similar strategy, crowdsourcing flavor combinations from Mixi users for their fruit Caplis series. The collaboration included not only the flavor combinations, but also the packaging design and advertising copy. The winning entry for mixed fruit was a blend of apple, pear, mandarin orange, and banana.

Both crowdsourcing activities represent great examples of how brands can find inspiration for new products, as well as make a long-lasting personal connection to consumers by engaging them in the decision-making process

Crowdsourced

Crowdsourced creations already form the foundation of sneaker brand Ryz, which sells high-tops featuring graphic designs created and voted into production by consumers. Now, a similar concept is being used to createExuve, a new line of clothing "where the designer and the consumer are one and the same."

California-based Exuve is a new fashion label for women and men that sells dresses, tops, skirts, jackets and bottoms designed and voted on by the crowds. Users can submit their designs for any of the site's monthly competitions using any combination of pictures, illustrations, words and specs. Submitted designs then get posted for critique and review by other members of the Exuve community; the designers, meanwhile, are encouraged to promote their work on their own blogs, social networks and personal pages. The designs in each category that get rated the highest are put into production for purchase in the company's online boutique, and winners are rewarded with USD 500 in cash, a USD 200 Exuve gift certificate (redeemable for USD 100 cash) and 5 percent of net revenue royalties from sales of the item through Exuve.com and its affiliate retailers. There are currently some 70 users registered on the site.

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