Introduction to Crowd-SourcingPamela Fasolo

9/23/12

https://apps.faceboo

k.com/crashthesuper

bowl/

Introduction to Crowd-Sourcing

0 Crowd-Sourcing: the act of taking a job traditionally performed by a designated employee and outsourcing it to an undefined, generally large group of people in an open call. It is the process of connecting with large groups of people via the internet for their knowledge, expertise, time, creativity, or resources.

0 Crowd-Sourcing is not a new idea.0 Companies have used Crowd-Sourcing for years to help

improve products. 0 Focus groups are a form of crowd-sourcing. 0 The Dictionary used Crowd-Sourcing for collection of words

and definitions.

Introduction to Crowd-Sourcing0Crowd-sourcing in advertising:

0 2006 was the first time the term crowd-sourcing was used as an online tool for advertisers.

0 How it works:0A brand will release a creative brief, either to a network of artists,

or even to the general public.0The deliverable can be a video of any length for any purpose

0 TV Spots0 How To Videos0 Testimonials0 Viral Videos0 Product Videos for their social media or web pages

0Each artist spends about 40 days producing the video, and uploads the finished product prior to the assignment deadline.

0Generally about 50 finished videos will be submitted to the brand.0The brand then reviews them and if they choose to use any of

them, they pay the artist a fee to license the video (usually about $10,000).

Introduction to Crowd-Sourcing

0Who’s using it and how do you get started?0 PopTent: http://www.poptent.net/

0 A community of about 50,000 film makers (directors, producers, crew, actors, stylists, etc.) connecting to each other and companies who want to pay them for their talents.

0 Poptent members can show their portfolios, collaborate with other artists, and can make a decent living producing videos for Poptent brands.

0 Doritos Crash the Superbowl: https://apps.facebook.com/crashthesuperbowl/0 Contest open to the general public with a chance to win $1Million prize.

0 Dannon: http://www.youtube.com/watch?v=AzJv8TagXvo0 Other

0 MTV0 Dell0 Netflix0 Proctor and Gamble

Introduction to Crowd-Sourcing0Benefits

0 It gives freelance artists, design boutiques, or the general public a chance to work with a fortune 100 company who would normally only work with large New York agencies.

0 The brand has the luxury of seeing different approaches to their message rather than paying an agency a large fee for just one approach. It’s about 80% less expensive than using a traditional agency.

0 It gives the brand a chance to engage with their fans by using a project as a contest for the general public.

0Risks0 Without a relationship with the artist, there can be a lack of a deep

understanding of the brand’s products, audience, and competition which are needed to develop campaigns that have a lasting effect.

0 A brand can be unhappy with all videos submitted forcing them to start the process over or go to an agency.

Introduction to Crowd-SourcingResources

0 Commercials: Crowd-Sourcing Ads Such As ‘Hands Off My Doritos’ Threaten Advertising Agencies, Larry D. Woodward, Vigilante, March 10, 2010: http://abcnews.go.com/Business/hands-off-commercials-crowd-sourced-ads-spell-trouble/story?id=10056386#.UF-ZgI1mT_J

0 Crash the Superbowl, Doritos, https://apps.facebook.com/crashthesuperbowl/

0 Crowd-Powered: Why Doritos Let Fans Make Its Superbowl Ads, Christine Erickson, April 5, 2012, Mashable: http://mashable.com/2012/04/05/doritos-crash-super-bowl/

0 Dannon Oioks Yogurt Super Bowl 2012, paperisdelicious, Feb. 11, 2012, YouTube: http://www.youtube.com/watch?v=AzJv8TagXvo

0 Poptent: http://www.poptent.net

0 Poptent, Crowd-Sourcing Televisvion and Web Design Creative, BeetTV, August 7, 2012: http://www.youtube.com/watch?v=VPQutng3-mM