"We have created in our South-by-type world a lot of incentive and addiction to feedback and stimulus from the world around us.”

Baratunde Thurston, SXSW Keynote ‘How to read the world’.

Chevy Tahoe SUV campaign, parody videos, 2006

7363192 YouTube Views for ‘Zombie Ride’ // 1 million Facebook Likes //87,451 Twitter followers

Doritos ‘Crash the Superbowl’6,100 entries for 2012 // highest-rating Superbowl ad // $1 million prize //4161 media mentions

Crowdsourcing for good (and entertainment): Toyota’s Ideas for Good

107,144 FB visits37,000 Likes145 different countries30,000 connections750,000 Limited Edition bottles sold1.2m winning design gift packs

Pepsi Refresh Everything63 million votes // 5 million site registrations //$19 million beyond grants //79k volunteers

What can we take from this?Crowd-sourcing has moved on, and this time it works better.Brands have a grassroots following, like it or not. Show that you’re listening.

Reach out, but do it on your own terms.Know yourself and what you stand for, because any U-turns will be transparent on the Facebook Timeline.

The ‘Age of Uprising’ is applicable to brands as well as politics.

Don’t be afraid to experiment (But don’t get caught out!)