Information Culture Week 2: Crowd Sourcing

2. 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.

3. Introduction to Crowd-Sourcing
0 Crowd-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:
0 A brand will release a creative brief, either to a network of
artists, or even to the general public.
0 The deliverable can be a video of any length for any purpose
0 TV Spots
0 How To Videos
0 Testimonials
0 Viral Videos
0 Product Videos for their social media or web pages
0 Each artist spends about 40 days producing the video, and uploads
the finished product prior to the assignment deadline.
0 Generally about 50 finished videos will be submitted to the brand.
0 The 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).

4. Introduction to Crowd-Sourcing
0 Who’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=AzJv8TagXvo
0 Other
0 MTV
0 Dell
0 Netflix
0 Proctor and Gamble

5. Introduction to Crowd-Sourcing
0 Benefits
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.
0 Risks
0 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.

6. Introduction to Crowd-Sourcing
Resources
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