Tag / marketing

by YannigRoth

How Crowdsourcing is Used in Video Advertising

My presentation at the IMMAA Conference in Lisbon (you can turn up the volume, it’s a little low)

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Broadband internet coverage, mobile internet access, ubiquitous mobile devices… a variety of factors allow us to consume video more than ever before in the young internet history. Brands have discovered that video advertising is seen as a particularly effective way to promote their products and services. WARC recently reported that brands’ spending on online video advertising is expected to increase 41% in 2013 to $4.1 bn, according to figures from eMarketer.

But how can they produce quality video content at an affordable cost? One way to do that is to crowdsource video content production. In other words, launch online video contests. How is crowdsourcing used in the production of video advertising today? In an attempt to understand this subject better, Rosemary Kimani and I have written a book chapter about it. We have identified 4 crowdsourcing models in the current video advertising landscape. Continue reading →

by YannigRoth

Advertising Contests in the 1950s and 1960s (The Contest Era)

The book cover (left) and the movie poster (right)

The book cover from 2001 (left) and the movie poster from 2005 (right)

“It’s easy to forget how long companies have been inviting ideas from ‘the crowd,’” says Julia Kirby in her HBR article Creative That Cracks the Code the Code. “If you’re in doubt, read The Prize Winner of Defiance, Ohio, a memoir of 1950s America in which the author’s mother writes advertising jingles for contest after contest.” This excerpt caught my interest, and I rushed to Amazon to buy the book (2001) and the movie (2005). I’ve just finished both and learned an awful lot advertising contests in the 1950s and 1960s, decades of prosperity in which companies fueled consumption and promoted the American Way of Life with creative contests. Continue reading →

by YannigRoth

Deezbox et Rankseller, deux start-ups qui débutent en France

deezbox-rankseller

Ceci n’est pas un billet sponsorisé mais un coup de pouce à deux entreprises qui viennent de débuter en France. La première est Deezbox, tout juste créée par des amis de l’ESSCA, qui offre la possibilité de commander en ligne des créations graphiques de manière abordable et rapide. La seconde est Rankseller.fr, une plateforme mettant en relation des blogueurs et des annonceurs pour l’échange de billets sponsorisé, qui vient de se lancer en France sous la direction de Maël Roth. J’espère qu’en les présentant ici, je peux modestement contribuer à leur développement. Présentation.

Continue reading →

by YannigRoth

Comment Heineken utilise le crowdsourcing pour l’innovation et le marketing

How beer brands are driving growth

J’ai récemment lu une interview de Ellen Bark, responsable innovation chez Heineken, parlant de la stratégie d’innovation ouverte au sein de l’entreprise. Cette interview est publiée sur PSFK, en anglais, et je trouvais intéressant de la traduire en français pour la rendre accessible à davantage de personnes. Ce qu’elle dit est intéressant dans le sens où Heineken utilise le crowdsourcing via divers plateformes, comme je soulignais déjà en septembre 2011. Depuis, d’autres plateformes ont été lancées, et l’interview révèle bien la maturité de la marque lorsqu’il s’agit d’utiliser les idées de la foule pour le marketing et l’innovation. Voici la traduction de l’entretien (les illustrations ont été ajoutées a posteriori). Continue reading →

by YannigRoth

Video contests have shifted away from consumers, says Hugh Mitton

Hugh Mitton during the shoot of his Coca-Cola Valentine's Day ad for a Mofilm contest

Hugh Mitton during the shoot of his Love Is In The Air ad for a Mofilm contest

After speaking to Jared Cicon (aka Video Contest King) and Brett Slater (aka Slater’s Garage), two succesful video contest participants, here’s another interview of a talented filmmaker: Hugh Mitton. Actually we’re talking about a very talented filmmaker, who has a proven track record since he won various contests in the last years, including Coca-Cola’s Energizing Refreshment contest on eYeka and the same brand’s When Will Happiness Strike Next? competition on Mofilm.

The spot that got him the first prize on the Mofilm competition, called Love Is In The Air (see below) even got aired on Valentine’s Day during American Idol telecast, before reaching other countries around the world. Hugh had the kindness to answer some of my questions about himself and the video contest landscape. Here’s what he said. Continue reading →

by YannigRoth

A review of “Crowdstorm: The Future of Innovation, Ideas and Problem Solving”

The crowdstorm book cover

If you’re a reader of this blog, you know my interest for marketing, innovation and the internet (see also my twitter words). In recent years, I’ve been increasingly blogging about co-creation and crowdsourcing, the latter being an innovative way to use the internet for marketing and innovation-related business issues. Crowdsourcing has become a widely applied technique, used in a variety of ways and for different organizational needs… but testimonials from those who actually do crowdsource are scarce (they exist, but there are still few of them).

Ross Dawson’s Getting Results from Crowds is one of the latest books… but the latest piece to fill the puzzle is Crowdstorm (“The Future of Innovation, Ideas and Problem Solving“), a book written by Shaun Abrahamson, investor and advisor, Pete Ryder, investor, athor and former director or Jovoto in America, and Bastian Unterberg, founder and CEO of Jovoto.

Shaun was kind enough to send me a signed version of the freshly pressed book (I love personalized stuff!), and here’s my review. I received Crowdstorm on Monday and finished reading it on Tuesday evening, that’s how much I liked it. Here’s my review.

Continue reading →

by YannigRoth

“The video contest space is getting very competitive” – An interview of Brett Slater

BrettSlater

In my “quest” to understand crowdsourcing in creative industries better, I would like to share another interview of an avid participant. After interviewing Jared Cicon a.k.a. the Video Contest King, here’s an interview of Brett Slater, a successful video contest participant and the founder of Slater’s Garage Ads & Audio. The tagline of Slater’s Garage is “Helping Your Small Business Find Its Voice” but Slater also works for big brands. How? By participating in crowdsourced video contests.

In a previous interview published on Entrepreneur.com, Brett indeed explained that crowdsourcing sites allowed him to gain exposure, cutting through geographic obstacles: “I live in Bangor, Maine. My work wouldn’t have been seen otherwise,” he explained. Contests on platforms like Poptent allow him to apply his talent to big brands (Brett writes the word brands with a capital B, Brands), not only local businesses. You can read more from him on his blog… or you can just read his interview below. Enjoy! Continue reading →