Crowd Advertising Success Stories & Challenges, presented at Crowdsourcing Week 2013 in Singapore by David Berkowitz, featuring examples and case studies about Oreo, Oscar Mayer, Coca-Cola, Budweiser, Sam Adams, and Lincoln. Also available via bit.ly/crowdads

1. Crowd Advertising
Success Stories &
Challenges
David Berkowitz
VP Emerging Media, 360i
@dberkowitz
dberkowitz@gmail.com
about.me/dberkowitz
Presented at Crowdsourcing Week
in Singapore, June 2013

2. Why am I running a
session on
crowdsourcing?

3. What
should we
call him?
I wanted
a sister!
My parents crowdsourced
my name.
We’ll go to the
town square and
have people
vote on it.

4. Who wants to
hold him?
Not it! Not it!
I crowdsourced my mode
of transportation.

5. Not the
Jersey Shore
again!
My family even crowdsourced
our vacation destinations.

6. 6
m
Now that I’m an adult, I even
crowdsource what to wear.

7. 7

8. How marketers can
tap crowdsourcing

9. 9
One way to define
crowdsourcing…
"Crowdsourcing is really just a
corporation’s way of trying to focus the
otherwise random feedback from
consumers onto a particular task."
- Douglas Rushkoff, Present Shock

10. 10
What can marketers
crowdsource?
Ads
Product
ideas
Pricing
Corporate
strategy
Content
Campaign
direction Product
names
Event
locations Customer
service

11. 11
What we’ll tackle today
Ads
Product
ideas
Pricing
Corporate
strategy
Content
Campaign
direction Product
names
Event
locations Customer
service

12. 12
Focus on the value exchange
PRPR
SALESSALES
ADVOCACYADVOCACY
REWARD
S
REWARD
S
SOCIAL
CURRENCY
SOCIAL
CURRENCY
RECOGNITIONRECOGNITION

13. 13
PROPRIETARY & CONFIDENTIAL

14. 14
• Ads to run in any kind of
media
• ‘Runner up’ content that may
be used in various earned and
owned channels
• Early consumer interest in
their campaigns and products
Marketers get:
• Shot at fame and fortune
• Recognition by the brand
• Showpieces for their portfolios
using real brands and
campaigns
Consumers get:
Value exchange

15. 15
The Ad Bowl brings out
some of the boldest ad
experiments

16. 16
“Call it the Crowdsourcing
Bowl”

17. 17
Coke puts its ad ending up
for a vote

18. 18
Doritos keeps crashing the
Super Bowl

19. 19
Doritos takes 2 of 2013’s top
10

20. 20
Lincoln steers the ad script
with tweets shaping the spot

21. 21
Beware of the Alpacalypse!

22. 22
Wisdom of crowds (&
directors) can fall flat

23. 23

24. 24
• Input from consumers to
shape campaigns
• Focus group offering real-time
insights
• Potential for boost of earned
media from consumers
participating
Marketers get:
• A participatory role with
brands they like
• Opportunities to see brands
act on their feedback
• Social currency – something
fun to share with their peers
Consumers get:
Value exchange

25. 25
Oreo taps the crowd to cap
100 days of cultural
connections

26. 26
26
Approach: act like a newsroom

27. 27
Localized twists for key
markets
27
Original
U.S. Twist
Repurposed
Twist
Local Market
Twist

28. 28
Get those submissions in

29. 29
Campaign in progress

30. 30
Taking it to the big screen

31. 31
High fives to all the winners

32. 32
Bacon: more than just social
currency

33. 33

34. 34
What’s bacon worth to you?

35. 35
Meaty results
◦2,168 bricks of bacon
◦3,000 miles
◦43,278 offers
◦+41% brand buzz
◦336MM impressions

36. 36

37. 37

38. 38
• Feedback focused directly on
new and potential products
• Chance to pre-sell products
• Story arc for ongoing
marketing campaign
Marketers get:
• A chance to give feedback
that directly shapes products
• Better products
• Social currency
Consumers get:
Value exchange

39. 39
Grab your Buds to
crowdsource

40. 40
Brewmasters go on tour

41. 41
Cheers to the winners

42. 42
Budweiser brews history
“With all this feedback from consumers, I
guess you can call this the largest focus
group in Budweiser history, maybe even
beer history… Best of all, we listened to
what our beer drinkers told us and we let
them help us make the decision about
what to bring to stores.”
- Budweiser VP Rob McCarthy
◦

43. 43
Sam Adams Kicks off
Crowd Kraft Beer Project
“When we brew a new batch of beer,
I feel an overwhelming excitement
that I am a part of an amazing,
creative process. I’m hoping that
even though we don’t have coveralls
for everyone, you feel the same
excitement knowing that you helped
craft a Samuel Adams beer.”
- Sam Adams blogger Bert Boyce, January 2012

44. 44
Don’t use this app and drive

45. 45
Sam Adams gives the recipe
back to the people
”As this beer was
truly created by the
people, it should
also be for the
people so we’re
making the recipe
available to
everyone here.”

46. 46
Summary:
Best & worst case scenarios
for crowdsourced advertising
Best Case Worst Case
Advertising Hit ad Ad falls flat
Campaign
Direction
Constant viral
engagement
No one
participates
Product Hot product Product
bombs

47. 47
Crowdsource applause!
(Thank you!)
David Berkowitz
dberkowitz@gmail.com
@dberkowitz
about.me/dberkowitz