Tag Archives: Advertising

Buy Me A Ferrari – A Social Experiment In Crowd Sourcing

Sourced with compliments from http://prmac.com/release-id-8266.htm

Galileo Lab just released “Buy Me A Ferrari”, an iPhone app to test a new paradigm of crowd sourcing and fund raising. What is BMAF (Buy Me A Ferrari)? It is a social experiment to combine the power of the crowd and the money from advertisement to fund ideas and dreams.

The big picture

Obviously this is not just about buying an exotic car, though that is not a bad perk and it captures people’s imagination. The big picture here is that if we can prove that this funding model works, we can apply it to much more deserving causes. Cancer research, pets rescue, you name it. We get to make a difference to real people.

How does it work?
People can download the free app from the AppStore. They tap on one or more ads that interest you. That is it. If a million people click on an ad on BMAF we raise plenty of funds.


Next trend in advertising: “crowdsourcing”

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It is difficult to be completely original and innovative these days. As soon as you come up with that brilliant idea you think no one has ever experienced, it gets packaged to you via the latest “hilarious” YouTube clip, Twitter message, or personal blog post making the rounds. More than ever, newer technology is giving the masses a vociferous outlet for creativity — an outlet ad agencies are now ready to exploit.

It is called crowdsourcing, and it ushers in a bold new creative turn for agencies. The term refers to a collaborative effort of crowds (typically online) to generate ideas. Basically, the agencies will rely on the interplay and bouncing around of ideas by a group of people, while they monitor and guide the community through the creative process. The idea is to get more people involved in the development of new ideas. Think creative focus groups.

The new term emerges in the midst of what some of the major advertising conglomerates are deeming a period of recovery for the industry. As Advertising Age reports that commercial time on television networks is increasing (might football season have something to do with that?), Maurice Lévy, the CEO of mega agency Publicis Groupe predicted this week that “the advertising market is starting its recovery”, and his company would enjoy organic revenue growth during this time next year.

Crowdsourced Advertising

Sourced with compliments from http://www.psfk.com/2009/10/the-worlds-first-crowdsourced-ad-agency.html

Victors & Spoils launched today, touting itself as the “world’s first creative (ad) agency built on crowdsourcing principles.”  The agency’s crowdsourced approach stems from identifying the need for companies, brands and agencies to be radically transparent, to address the consumer’s demand to be more involved and from a growing cost consciousness regarding clients’ budgets.  Recognizing that the crowdsourcing paradigm can feel a bit unruly for most clients, Victors & Spoils will face the daunting challenge of identifying an array of possible crowdsourced solutions and keeping them on-strategy for their clients.

With respect to its creative strategy:

“At the core of Victors & Spoils is our creative department. It’s not a typical creative department made up of art directors and copywriters but one in which everyone from art directors and copywriters to strategists and producers come together to solve a brand’s strategic problems. Our creative department is a global digital community where anyone who wants to participate can. People will not only be rewarded by the solutions they develop both individually and as a group but also for participating in the community, itself, and helping others develop their skills and talent. In an effort to guide this participation, members of the creative department will earn a reputation ranking that will help determine a share of the revenue from each project.”

Anibal Casso at Accidental Thinking was able to speak with John Winsor, one of the brains behind this ingenious venture and current Chief Executive Officer, to better understand their reasons for being and vision to launch the agency:

AC: A lot has been said both about crowdsourcing lately but I believe you guys are the first ones with the courage and the vision to actually do something serious about. Considering the current economic landscape, why now?

JW: It felt like the right time. there’s been a lot of momentum building from great pioneers, Crosdspring, Innocentive, BBH-Labs and CP+B. It’s time to take the next step in the evolution.

AC: With the rise of ideas built collaboratively, do you guys envision a future where the traditional model is death?

JW: All kinds of new models will emerge that will creatively solve different problems for different clients. You’ll see a very dense landscape of everything from hybrid traditional models to complete virtual ones.

It will be interesting to see how Victor & Spoils’ creative democracy plays out in actuality, vs. theory – and how its first clients and brand work perform.

Crowdsourcing Doesn’t Guarantee Quality… But It Can Be Great Advertising

Sourced with compliments http://www.techdirt.com/articles/20091023/0932216655.shtml

Earlier this month, BBC Audiobooks America started an audiobook project based on Twitter messages where Neil Gaiman kicked off an exquisite corpse process of stringing together about 1,000 Tweets to forge a storyline. Dozens of Twitter users contributed tweets to be edited into a coherent plot that will be released as a free audiobook download. From this publicity stunt, an approximately 50-page book (or 2-hr audiobook, actually) has been created from Gaiman’s fans. And presumably, the collection of tweets could also be remixed and edited — and improved — to possibly gain further participation from Gaiman (who contributed the first line of the story and will read aloud the completed audiobook) and the attention of any number of other authors. It’s not exactly a brand-new idea to compose a story in this way, but it’s a very interesting way to advertise and connect with fans to whet their appetites for more content to come (and even pay for).

However, the crowdsourcing aspect of this particular audiobook has been criticized in detail for exhibiting the worst of literary clichés as well as a meandering plot with too many characters and unresolved arcs. But generalizing this crowd’s apparently unsatisfying result to all possible collaborative-author processes seems a bit disingenuous. Perhaps it’s one of my pet peeves, but the schadenfreude surrounding crowdsourced works that aren’t “as good as Shakespeare” seems to focus too much on some artificial failure, and not the potential or the realized successes. Maybe fiction isn’t the best target for collaborative authorship, but the suggestion that collaborative writing won’t ever work for good storytelling is far from proven. In fact, many popular stories (TV shows, etc) are written by teams of authors. (So the question could be posed: where does the optimal number of authors arise?) Conversely, the overwhelming number of unsuccessful stories written by single authors should not discourage writers from working alone, either. Bad stories happen.

The real triumph of this crowdwork is that this experiment engaged with its audience and promoted Gaiman and BBCAA for future works. From the BBC’s perspective, a ton of content was generated largely for free, and a promotional audiobook was created in just a few days. Had the BBC commissioned a single author to compose a similar work, there wouldn’t be any guarantees of a compelling book in the end. And working with a single author might require more complex licensing rights and royalties. So crowdsourcing this project sounds like an advertising coup — generating a promotion appropriately disguised as free content. It’s not Shakespeare, but it’s a whole lot better than a banner ad, right?


Crowdsourcing reveals 600 search engine flaws

Sourced with compliments from http://www.computerweekly.com/Articles/2009/09/15/237731/crowdsourcing-reveals-600-search-engine-flaws.htm

A competition for software testers to reveal bugs in major search engines has unearthed over 600 in Google, Google Caffeine, Bing and Yahoo.

The Battle of the Search Engines, as it is known, was carried out by uTest, which uses crowdsourcing to test software.

Over 1,100 software professionals from over 50 countries took part in uTest’s Battle of the Search Engines.

Of the 600 bugs found, about 78 were said to be “show stoppers” – or very serious flaws.

Google had 130 bugs, with 8% show stoppers, Bing had 321 bugs, of which 14% were showstoppers, and Yahoo had 70 bugs, with 10% showstoppers, said the report.

Crowdsourcing: 5 Reasons It’s Not Just For Startups Any More

Sourced with compliments from http://www.ebizq.net/blogs/enterprise/2009/09/crowdsourcing_5_reasons_its_no.php

Next-generation enterprises looking to drive efficiency and innovation have recently been able to tap into online communities to offload work. For the first time since outsourcing became prevalent in the 90s — making it easier to move tasks out to partners that could do something better or more cheaply than you could — businesses now have a new, potent, and often far cheaper option thanks to the Web.

Frequently referred to as crowdsourcing, and a darling of the Web 2.0 industry, it has recently come of age as the tools and marketplaces for on-demand work capacity on the network have expanded far beyond the early volunteer communities that originally proved out the concepts. These pioneers, which include the world of open source software and online services such as YouTube and Threadless, get most of their value from a large group of people or community through the simple use of an open invitation.

Games firm uses crowdsourcing to test products

Sourced with compliments from: http://www.computerweekly.com/Articles/2009/10/19/238192/games-firm-uses-crowdsourcing-to-test-products.htm

Computer Game supplier Blitz 1UP is the latest business to use crowdsourcing as a means of cost effectively testing its products.

According to a report on Develop-online.net, the company does not have the resources required to test the compatibility of games with different computer platforms.