by YannigRoth

How Doritos Crowdsourced Its Advertising Since 2006 #CSReport2015

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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by YannigRoth

Quirky Acquires Consulting Firm To Start Servicing FMCG Companies

Click to see the photos my brother Maël and I took when we visited the Quirky HQ in New York, last year.

Click to see the photos that my brother and I took when we visited Quirky’s HQ last year.

Quirky, a company I blogged about quite regularly, has just announced the acquisition of the consulting firm Undercurrent “in pivot to serve corporate clients” as Inc. notes. It is an interesting move, as it represents a shift from being (only) a product maker & distributor to (also) being a crowdsourcing agency that works for big clients. “Having joined forces with Undercurrent, Quirky can now give large companies access to its community of inventors and will give those companies exclusivity to certain product ideas,” Graham Winfrey’s Inc. article explains. So they’ll do pretty much the same than eYeka. Continue reading →

by YannigRoth

A Perfect Map Of The World Will Never Exist

I started reading the book on my way back from Singapore. A live map showed us where we were in real time

I started reading the book on my way back from Singapore. A map showed us where we were in real time (which is not anecdotal, as I found out after finishing its last chapter about today’s usage of maps)

I love maps, I could stand hours in front one, whether it represents my city or the entire world; whether it hangs on a wall or it twist at my fingertips on my tablet. It is quite a creative and cheap way to travel! I just finished a fascinating book: A History of the World in 12 Maps, written by a British professor, Jerry Brotton. He explains how humans have always been driven to represent the world around them, and how each of these representations is shaped by cultural, political or commercial interests. Google Earth is no exception.

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by YannigRoth

Just Off The Press: Our #CSReport2015 Trend Report

eYeka April Wallpaper

I am happy to share the “The State of Crowdsourcing in 2015” trend report (“How the world’s biggest brands and companies are opening up to consumer creativity“) with you, which we wrote in collaborative spirit with François Pétavy (CEO of eYeka) and Joël Céré (Insights & Innovation Solutions Director at eYeka). For the first time since the beginning of the crowdsourcing phenomenon, besides a sporadic blog post in late 2013, this report takes a (big) step back to look at the evolution of crowdsourcing since the mid-2000s, providing important insights about how it is used for marketing and innovation across the globe. Continue reading →

by YannigRoth

10 Ads Based on Barry Louis Polisar Music

Image via autoevolution.com (click to see article)

The Volswagen ad from the UK, with B. L. Polisar sountrack (image via autoevolution.com)

Have you seen Juno? If you haven’t (even if you have) you may not know Barry Louis Polisar, the singer whose song “All I Want Is You” is used as the opening soundtrack. A true feel-good-song. Barry Louis Polisar is a famous author and singer-songwriter who writes children’s music and numerous children’s books, poems and stories – but Juno brought him to fame.

I found that after Juno (2007), two of his songs – or covers of them – have been widely used in advertising for brands like Nescafé, Coca-Cola, Volkswagen or Ronald McDonald House Charities. Here are 10 ads based on 2 of Polisar’s most famous songs, “All I Want is You” and “Me And You.” Continue reading →

by YannigRoth

Recruiting Individuals to a Crowdsourcing Community: Findings From an Ad Copy Test

Video Contest Website Landing PagesRecently, a counterpart contacted me to get some insights about how to attract and activate “solvers” on a platform. That person had validated a business need to create a crowdsourcing platform, but was now looking to assemble the community to respond to the challenges he would launch on its platform. How do you assemble a community? Some tips are already available in this book, but it’s a bit dated. Here are some findings from a project that we just published as a book chapter, along with Daren Brabham and Jean-François Lemoine. Continue reading →

by YannigRoth

My Favorites from March: Geico’s Pre-Roll Ad, PR Readiness & World’s Largest Cave

54 Beautiful PHOTOS of Son Doong Cave, The World's Largest Cave (Click to see them on BoomsBeat)In March, I have only 8 links to share, but each of them relates to a particularly interesting topic. Starting with Unilever’s crowdsourcing ambitions (via The Foundry), to a very funny pre-roll ad by Geico, all the way to some public relations-related articles and a drone video. The latter takes you through the world’s largest cave in Vietnam (click on the image left to see more), and the images are breathtaking. Continue reading →