David Butler_Coca-Cola Design+ Award from jovoto on Vimeo.
Check out this great video from the German crowdsourcing company jovoto. They’re holding a contest for Coke at the moment, and it’s a great interview of the company’s VP of Design, David Butler. I already mentioned him in a past blog post about the Freestyle Fountain, and if you’re interested in what he’s doing, check out Fast Company’s page (it’s a little bit outdated, but still relevant). This video interview is very insightful, especially regarding branding, design and crowdsourcing. I particularly like the emphasis that he puts on the cultural aspect of crowdsourcing i.e. peoples’ different approaches of the same problem across cultures. Comments are welcome!
I’ll let you know right now that I didn’t watch the video… 10 minutes, without benchmarks for important points, means that I don’t have the dedication to sift through and find the good stuff.
Regarding what I call “contest crowdsourcing”… I’m not sure how effective it is when the crowdsourcing company desires a high-end result. This means that dedicated and talented designers will put many hours into their contest application; this is time that all but one of them will not be compensated for. And since often the contest entries become property of the company, even non-winning entries may be used without their creators being compensated. Even worse is that a large portion of these are contests decided by user votes. The contest quickly dissolves into a competition to see not who is the most talented designer, but who can obtain the highest number of votes. The content, unfortunately, often takes a back seat.
There are ways to leverage crowdsourcing that I feel are much more effective, but I’d need to know more about Coke’s design strategy to expound on those.