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Presentation done on Wednesday November 13th, at Sciences Po Paris, in Nathanael La Combe's class about storytelling and advertainment.
Citation preview
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).