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Campaigns Panel: Digging deep with crowdsourcing

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Campaigns Panel: Digging deep with crowdsourcing
August 21st, 2012 by admin

There‟s been a rash of crowdsourcing campaigns lately, with Domino‟s Pizza looking to tap into public insight for a new delivery vehicle, Citroen grabbing car ideas on Facebook and Heineken pushing its Ideas Brewery to get its drinkers coming up with new beery notions. What does the brand-e Campaigns Panel make of brands‟ turning to the wisdom of the crowd? “So, Heineken is looking for new ideas around draught beer?” asks Sabine Stork of Thinktank. Normal punters are unlikely to be interested in „reinventing the draught experience‟ – what‟s wrong with a proper pint that needs reinventing?‟ I hear them ask – so this is one for aspiring professionals and I suppose anyone working in the industry who might want to conduct a bit of competitive intelligence. You can‟t really blame Heineken for putting out innovations briefs online, I‟m sure they‟ll get some good stuff out of it. “Taking the punter‟s perspective, as researchers are duty bound to do, I am more intrigued by the crowdsourced Citroen. As long as Citroen Facebook fans are really able to recognise their suggestions in a real life, 3D, moving car, this seems a great way of making brand advocates into enthusiasts and shows Citroen as a company that really listens to its customers.” Jackson Collins of Grey New York gives a thumbs-up to the campaign, too.

“Citroen has done a good job of making use of crowd sourcing in an innovative way that demonstrates their willingness to listen to consumers,” he says. “By involving people in the design process it creates a sense of ownership even before the first vehicle rolls out of the factory.” “Social media has irrevocably broken down the barriers between brands and consumers,” says Wander Bruijel of Philips. “Brands are no longer owned and shaped by marketers, but by the man on the street. And social media has given anyone with an opinion about a brand – ie, everyone – the voice to air it. Brands who dare to tap into those opinions and use them to drive innovation can really benefit. “Heineken and Citroen are just a few recent examples of quite a few brands that are embracing that potential,” he adds. “While Citroen‟s crowdsourced Facebook car feels a bit stale and unoriginal, with 24,000 design submissions, the results are nothing to scoff at. Crowdsourcing clearly still has legs. “However, Heineken‟s Ideas Brewery goes just that little bit deeper, engaging with consumers to redefine the draft beer drinking experience, rather than just giving the bottle an overhaul, for example. In my view, Ideas Brewery marks a real distinction between crowdsourcing for the sake of brand engagement – and there is nothing wrong with that – and crowdsourcing for the purpose of innovation. Remember that the lifeblood of any organisation is its brand and innovation. So with more and more brands testing the water with crowdsourced innovation in the age of social media, not only are brands now in the hands of the consumer, but so too are their respective futures.”

Summary There’s been a rash of crowdsourcing campaigns lately, with Domino’s Pizza looking to tap into public insight for a new delivery vehicle, Citroen grabbing car ideas on Facebook and Heineken pushing its Ideas Brewery to get its drinkers coming up with new beery notions.

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Jackson Collins of Grey New York gives a thumbs-up to the campaign, too.

“Citroen has done a good job of making use of crowd sourcing in an innovative way that demonstrates their willingness to listen to consumers,” he says. “By involving people in the design process it creates a sense of ownership even before the first vehicle rolls out of the factory.”

Tags: cars, Crowdsourcing, drinks, Facebook, Heineken, marketing, Social Media

Posted by Tim Satterthwaite

Aug 21, 2012 08:10 am GMT Viewed 833 times

Author: brand-e.biz- Admin Source

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