Research and Development is expensive, time
consuming and you are never assured of success...how to overcome this dilemma?
Crowdsourcing seem to be the answer and it’s not only small, start-up companies
that are utilising this technique. Even companies that play in the big league,
such as Oreo, are using crowdsourcing.
Crowdsourcing
is tapping into the concepts of collective intellect (the shared, group
intellect that emerges from the collaboration of many individuals) and Synergy
(the whole is greater than the sum of the parts). Crowdsourcing is the practice
of obtaining ideas or content from large groups of people, mostly from an
online community rather than from more traditional sources. The process
consists of each contributor adding a small portion to the greater result.
Oreo recently concluded their ‘Daily Twist’ Campaign which
used crowdsourcing .The brand asked its Twitter followers and Facebook fans to
offer ideas for the final ad. The series began with the daring gay-pride ad and
has involved consumers from the start.
Oreo’s Marketing Director, Cindy Chen, stated that
engagement with Facebook posts increase with 110% on average. The key to the
success of the campaign was the high level and continuous brand-audience
engagement. Consumers loved the ideas of
seeing their own ideas being used in the campaign.
I love the Oreo’s campaign. It engages the consumer, making
them feel like an important part of the brand and it’s hard to imagine that the
same level of creativity would have been reached if they had used traditional
methods.
Here are some examples of the Daily Twist campaign:
To see more of the campaign: Daily Twist
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