I’ve scoured the web to find the best crowd-sourced case studies for you to enjoy.
Who: Ben & Jerry
Campaign: Do the World a Flavour
What: Fans were able to invent their own variety of the popular ice cream via a fun online “Creation Station.” Finalists won a trip to the Dominican Republic to see a sustainable fair trade cocoa farm and the winning flavor was produced as an official Ben & Jerry’s product.
The specific aim of the contest was to raise awareness for fair trade ingredients, and with around 10,000 new flavor suggestions from the U.S. alone, Ben & Jerry’s achieved that goal. We asked Sean Greenwood, “grand poobah” of public relations for Ben & Jerry’s about the “Do the World a Flavor” competition:
Success: The brand saw this as a huge success, with more than 10,000 suggestions in the US alone. More importantly, it gave the brand an opportunity to discuss globally their commitment to using all fair trade products.
URL: http://www.benjerry.com/activism/inside-the-pint/do-the-world-a-flavor/
Who: Dunkin Donuts
Campaign: “Keep it Coolatta 2: Flavour Boogaloo”
What: To promote the “mixology” potential of its Coolatta drinks, Dunkin’ Donuts asked fans to collaborate on a playlist of summery songs that would go well with fan’s favourite Coolatta flavours.
Success: The campaign netted 300,000 new Facebook fans while over 40,000 Pandora users added “The ultimate Coolatta summer music mix!” to their list of stations and spent nearly 14,000 hours listening to the station.
Year on year, Dunkin’ Donuts has seen double-digit growth throughout its frozen and iced beverage category.
URL: http://shared.studiocom.com/Awards/KIC2/index.html
Who: Designcontest.com/Starbucks
Campaign: crowds-sourcing a new logo
What: According to Starbucks, their brand had become recognizable enough that the company name was no longer a necessary design element. Their new design was met with apprehension, so Designcontest.com decided to put out a crowd-sourced competition allowing people to submit designs through their site. This was not affiliated with Starbucks - administrators of the popular crowd-sourcing site – most of whom are designers themselves - selected the first, second, and third place winners and awarded them $300, $150, and $75, respectively.
Success: of the 24,000 members on DesignContest.com, 250 applied.
URL: http://inspirationfeed.com/articles/design-articles/case-study-crowdsourcing-for-a-new-starbucks-logo/
Who: Moutain Dew
Campaign: DEWmocracy
What: Mountain Dew took three new Dew flavors to fans, asking for feedback on placing ad media buys. The move represents the latest in a series of attempts through Dew Labs to turn over the entire product development cycle and marketing process to consumers who love the brand most.
The year-long project now asks Mountain Dew lovers to guide the media-buying process after creating the products and designing the marketing campaign. Through the DEWmocracy project, Mountain Dew polled the 4,000 Dew Labs members about their favourite Web sites. Gathering that information, Mountain Dew invited the potential media partners to pitch the DEW Labs community
Success: Between 70% and 90% of the more than 4,000 members have responded throughout the process. Moutain dew sales figures have not been released yet.
URL: http://www.mediapost.com/publications/article/128831/
Who: Pepsi Co
Campaign: Refresh Everything Project
What: Pepsi Co traded their $20-million Super Bowl commercial for a $20-million social media campaign. Their Refresh Everything project promised a superior return on investment. Pepsi is banking on the combination of crowd-sourcing and social media to extend the life of Pepsi’s ad dollars from 30 seconds in one day to a full year of engagement.
Success: The $3-million ad spend plus the $1-million ad production cost for a 30-second Super Bowl advertisement doesn’t provide a strong enough return on investment. Whereas with Pepsi’s move, online analysis predicts 200 million impressions, more than twice what its Super Bowl buy would yield.
URL: http://www.refresheverything.com/
Who: Fiat
Campaign:
What: Fiat crowd-sourced the design of their car - a platform was created and videos of the developments were uploaded where people could comment, discuss and suggest what they likes/didn’t like.
Success: Since the project started there have been 2, 313,914 unique visitors, 15,331 comments, 10,666 idea submissions, and 17,569 regular participants.
URL: http://blog.crowdspring.com/2010/05/fiat-crowdsourcing-car-design/
Who: Edding
Campaign: Wall of Fame
What: using a giant interactive drawing board for illustrators to collaborate with other artists in real time.
Success: To date, the board has had over 40,000 drawings
URL: http://wall-of-fame.com/
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