Author / YannigRoth

by YannigRoth

La plateforme de co-création Quirky se lance en France (et en français)

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En décembre 2012, Auchan et Quirky, la plateforme d’invention et de développement d’idées par les internautes, ont annoncé la signature d’un partenariat. Le distributeur français s’engageait à offrir à Quirky et à ses produits une certaine visibilité via la distribution de huit produits en magasin, et permettrait aux consommateurs français de déposer des idées gratuitement sur fr.quirky.com (voir mon billet Les distributeurs français se mettraient-ils à la co-création?). “We will open the Quirky platform for French speaking people. This launch will take place on September 11, 2013,” expliquait Quirky dans un billet de blog à l’époque. Promesse tenue, le site vient d’être lancé. Continue reading →

by YannigRoth

OnlineVideoContests.com Features Crowdsourcing Platforms in Short Videos

OVC banner

The video contest directory OnlineVideoContests.com (OVC), which gathers all video contests on one great site (“#1 most updated video contest site on the web!“) and newsletter, has started the “OVC Spotlight” series. It’s an ongoing series of two-and-a-half-minute YouTube videos that describe different video crowdsourcing platforms (eYeka, Mofilm, Poptent ProjectED, Tongal, Zooppa…) is a clear, short and crisp manner. Marissa from OVC told me that:

We decided to create these Spotlight videos as a service to our community, so our creators could better understand all the video crowdsourcing platforms in the space Continue reading →

by YannigRoth

Interactive Ad or Crowdsourcing? Audi Australia’s “Land of Quattro” Campaign

Australia Audi Land Of Quattro

Audi’s latest global brand platform, “Land of Quattro” and has been rolled out in several countries like India, Germany, New Zealand, and Australia. For the latter, Audi Australia has imagined a participative campaigned designed to involve consumers with the brand. “In Australia, Audi has worked with its newly-appointed agency Holler to produce […] an innovative digital execution that allows the public to ‘remix’ the TVC to direct their own commercial,” Marketingmag.com.au explains. A typical example of a crowdsourced advertising campaign, right?

CSW’s tweet got me thinking. It links to this article, where Anna Burgdorf, general manager of Audi corporate communications, says “we don’t see it as crowdsourcing, we see it as another way to watch a commercial and be involved in a brand campaign.” Looking at the campaign created by Holler, I see a creative brief, a deadline, a reward… so it’s crowdsourcing, right? Let’s look at it in more detail! Continue reading →

by YannigRoth

My Review of “How Emerging Market Brands Will Go Global”

brand-breakout-bookIn October 2009, I covered the publication of the Best Global Brands ranking, underlining that none of the 100 brands came from emerging market countries in 2009. In one part of the report, called “Tomorrow’s Brand Leaders, Up-and-Coming Global Brands,” Interbrand China’s Jonathan Chajet nevertheless listed a couple of brands that could become global in a near future, like companies from China (Lenovo, Haier, Tsingtao), India (Tata, Reliance, ArcelorMittal), Russia (Kaspersky Lab, Aeroflot, Gazprom), South Africa (MTN, Anglo-American, SABMiller) and Brazil (Itaù, Vale, Natura). You can see some of them in my post (even if it’s written in German).

Some of these brands, like Lenovo, Haier, or Natura, are presented in a fascinating book called Brand Breakout: How Emerging Market Brands Will Go Global, by N. Kumar (London Business School) and J-B. Steenkamp (University of North Carolina), which I just finished reading. Based on extensive field and desk research, the authors present 8 strategies that brands are taking to go global (the Brand Aquisition Route for Lenovo, the Asian Tortoise Route for Haier or the Natural Resources Route for Natura, for example).

Continue reading →

by YannigRoth

“Crowdsourcing Works Because of the Freshness and Naivety,” says Santawen

rabah-brahimiIn my quest to better understand creative crowdsourcing participants, I recently interviewed Santawen alias Rabah Brahimi, a French filmmaker, director and graphic designer. Santawen often participates in online contests on websites like eYeka (he was features as creator of the month of June 2012) and took some time to sit down and chat about his participation in online video contests.

I don’t have any professional equipment, just an affordable camera and a lot of free time.

His views about the evolving world of advertising and the advent of creative crowdsourcing were particularly interesting, as he worked numerous years as an agency creative. Here are some excerpts of our conversation. Continue reading →

by YannigRoth

Send & Received Random Photos: Rando

Rando

This is not a sponsored post. I already shared cool apps that I happened to like (like this one), and I like Rando. I just discovered this very cool and simple app, that allows you to send pictures out to the world (randomly) and to receive pictures in exchange (from another random place). “Rando is an experimental photo exchange platform,” the iTunes description says, “give, receive and collect unique photos from random people from all over the world.” What’s the point? I don’t know, probably the serendipity and the fun of the experience. Much like Chatroulette back in the days.

rando-app-welcome-screen

It seems that there are a lot of Rando users in South Korea, Finland and the United States. That’s where most of my photos have been sent, and that’s where most of the photos I received come from. I also sent photos of Paris to Qatar, Russia, Germany, Italy and Israel. And I received some from The Netherlands, Spain, Russia and Belarus.

Just for fun.

This photo of the Eglise de la Madeleine (Paris) went to South Korea

This photo of the Eglise de la Madeleine (Paris) went to South Korea

This photo of someone's dog came from the Los Angeles area

This photo of someone’s dog came from the Los Angeles area

I don’t know how they plan to make money or whether they plan to evolve the app. But who cares. Give it a try, maybe you’ll receive one of my photos (but unless I take a picture of myself, you’ll never know)!