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My Favorites in June: Apple World Gallery, Heineken Lock & Google Expeditions

30 June 2015

Image via Cannes Lions Archive (click to see video)In June, I would like to share more creativity and advertising, a bit less crowdsourcing and a lot less research-related stuff. And not only because it was Cannes Lions season. The image on the left shows an excerpt of Apple’s “World Gallery” video, which won the top prize in the Outdoor category, and which I share an article about in this post. I really like that a people-powered brand campaign won a Grand Prix at Cannes, it shows how advertising is taking user-generad content seriously. Other links relate to Facebook stalking, Russian humor, smart activation campaigns and… crowdsourcing. I couldn’t help it. Read more…

Vintage Packaging Of Our Favorite Brands & Products

25 June 2015

Museum of Brands Packaging and Advertising Cereal Boxes

A couple of weeks ago I visited the “Museum of Brands, Packaging and Advertising” in London. It’s not far away from Portobello Road and describes itself as “a treasure trove of retro design and memories” which instantly caught my attention as I am a fan of memorabilia! The museum, founded by a collector called Robert Opie, indeed gathers over 12,000 branded items from our ancestors’ daily lives, items that are collectively telling a story about us as a society, us as consumers, us as brand fans, us as citizen. The friendly people at the museum told us not to take photos, but I would like to share just some as a way to promote the place, as I enjoyed my visit a lot! Read more…

My Favorites In May: Airbnb’s Impact on Hotels, Facebook’s Branding & Italian Architects Fight Crowdsourcing

2 June 2015
Image via "Office of Ben Barry"

Image via “Office of Ben Barry”

Here are 10 tweets from the month of May, which I found worthwhile sharing again. Two of them are about architects and their attitude towards competition(s), one is about corporate branding and design (see the image on the left), others just share some nice advertising. I also enjoyed reading this AdAge article about Google’s battle against click fraud, which costs online advertisers its customers $6.3 billion a year, according to a study by White Ops and the ANA. It nicely reminds us that every internet service has a cost – in this case it’s combatting abuse – which impacts both the bottom line of the company and that of its users. Gaining trust in online environments is crucial, which is why Google went “public” with this article, a nice PR effort to position itself as an industry leader.

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My Favorites of April: Coca-Cola in France, Cycling in Rwanda & Doctoral Fraud in Germany

2 May 2015
Click to see more (Mashable)

Click to see more (Mashable)

In April, a lot of things happened. Most importantly :-) we released our Crowdsourcing Trend Report, which provides marketers some insights into the crowdsourcing industry for the first time since Forrester Research’s reports of 2011 and 2012. The report has had some fantastic traction and has generated coverage in Australia, France, the UK and beyond! But beside that, other highly interesting things happened, from Linkedin’s acquisition of Lynda to Quirky’s acquisition of Undercurrent.

But this post also shares some more light-hearted stories and links, like this Mashable story about Coca-Cola’s early marketing efforts in France, or a documentary about one of Rwanda’s young cycling talents. I hope you will be as inspired as I was in April, and invite you to follow me on Twitter, where I share much more than what’s below.

 

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De la Couverture Médiatique du Sport Féminin (Mémoire de Vanessa Gerst)

28 April 2015
"La Course by Tour de France" a été organisée pour la première fois en 2014, et a été remportée par Marianne Vos (image via pelotonmagazine.com)

“La Course by Tour de France” a été organisée pour la première fois en 2014, et a été remportée par Marianne Vos (image via pelotonmagazine.com)

Il y a des pays dans lesquels les femmes peuvent à peine faire partie du public dans des enceintes sportives. Heureusement, ce n’est pas le cas en France, et des efforts sont faits pour promouvoir le sport féminin, à la fois pour les athlètes que pour le public (comme avec La Course, organisée à l’arrivée du Tour de France). Mais il y a encore des inégalités de traitement (couverture médiatique, primes etc.) entre les sports masculins et féminins. Vanessa Gerst, une de mes étudiantes l’année dernière à l’ESSCA, a rendu un très bon mémoire sur le sport féminin dans l’ère du digital. Aujourd’hui stagiaire au sein du pôle Digital & Social Media chez Havas Sports & Entertainment, elle nous explique son travail. En espérant que cela puisse inspirer d’autres étudiants à faire en faire de si bons. Read more…

The Stock Photo Model That Wanted To Remain Anonymous

24 April 2015
Image via shutterstock.com/g/Ariwasabi
A caption of the "Ariane - The Overexposed Stock Image Model" facebook page (click to see more)

A caption of the “Ariane – The Overexposed Stock Image Model” facebook page (click to see more)

In December 2014, I took part in a debate about crowdsourcing in which one of the attendees, a professional photographer, said that stock photography lowers advertising quality. He wasn’t totally opposed to the concept of crowdsourced stock photography, but said that it leads to lower quality as the diversity of visuals is poor. While I haven’t studies the topic it depth, he has a point, and here’s an example: Ariane.

You MUST have seen her in the last years! “Ariane is so ubiquitous, she has probably entered your subconscious at some point,Placeit notes; even at eYeka we’ve been guilty of it (see here or here). Here’s an example of “technically the most famous model in the world” which is used in hundreds of ads across the world. Read more…

How Doritos Crowdsourced Its Advertising Since 2006 #CSReport2015

17 April 2015

doritos crowdsourcing illustration

Doritos chips were invented in 1966 by Arch Clark West, a marketing VP at Frito-Lay in the early 1960s, who died at age 97 a couple of years ago (his whose family planned to “sprinkle Doritos at his graveside service“). To see what Dortitos 1.0 looked like, check out the original Doritos pack on the very cool “Vintage Frito-Lay” Pinterest board.

Today, the brand is very famous for its “Crash The Super Bowl” advertising contest, in which it invites filmmakers to create ads that can be selected to be aired during the Big Game. In this post, I’d like to dig deep, very deep into the brand’s crowdsourcing history (you may also check Dan Lamoureux’s blog or the contest’s Wikipedia page). I’ve taken out the Doritos stories from my crowdsourcing timelines (Doritos is not a Best Global Brand) but I want to still share it, so I do it with this blog post, which will end with a reference to my “The State of Crowdsourcing in 2015″ trend report available on eYeka.

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