Consumers are populating YouTube with a staggering 72 hours of video every minute. Many feature their favorite brands. Marketers are starting to notice. What are the implications for creative and media agencies? Are crowdsourcing platforms foes, friends or frenemies to the industry? And most importantly, are they of any use to the professional “ideas men”?
Toru Fujii, Senior Creative Director for ADK will share his honest views and experience with crowdsourcing in an enlightening webinar on June 13th, 10AM CEST. Register HERE to attend the live session or to access the recorded webinar afterwards.
About Toru Fujii:
Toru has gained more than 50 creative awards and nominations in local and global festivals including 2 World Medals at New York Festivals, 2 finalists at IBA and was awarded Best Creator for Japan Industrial Advertising. He has been energetically serving on the juries for Cannes Lions Festival of Creativity 2010,the New York Festivals, the MENA Cristal Festival, Singapore Outdoor Advertising Awards and AD STARS.
After travelling to France 2 weeks ago, let us fly down to the equator and visit Indonesia, the largest country in South East Asia with over 200 million inhabitants scattered 18,000 islands. With such numbers, it’s not surprising that the amount of Indonesian creators we have is more than 22,000 as of now, making it the third largest community on eYeka, right behind France and China.
A big portion of these 22,000 creative minds is made up of students and amateurs, mostly aged between 20 and 30 years old. Many of them came to eYeka to gain experience and try their hands at international competitions for well-known brands. Monetary rewards come second in the list of motivators, as they believe recognition and having their work displayed on an international scale is more valuable to them. Continue reading
Image adapted from Cédric Villain’s illustration of “Cliché” (click to see more)
France is the birthplace of eYeka. Indeed this is where everything started; a co-creation community where brands could come for fresh and brand new ideas. France is by nature a very creative country with a rich cultural background. It is known all over the world for its painters like Claude Monet, Henri Caillebotte or Marcel Duchamp. And the French are also well known for talented writers like André Malraux, Albert Camus or Georges Sand. A cultural wealth that France is very proud of. Maybe these famous artists are a big source of inspiration for our French creators? The fact that everything started in France may explain why the French community is one of the largest on eYeka today. Continue reading
After introducing eYeka’s Brazilian community as well as the community’s Russian-speaking creators, let’s travel to the other side of the globe and shine the spotlight on China! For several years, eYeka has been growing its presence in Asia, with China being a top priority. Brands are indeed eager to engage with Chinese consumers, and having a Chinese community is therefore very important. We even wrote a whitepaper about using co-creation to discover China! Let’s have a look at this very special community and discover some of eYeka’s Chinese creators. Continue reading
Coca-Cola is listed as one of the 8 brands that crowdsource marketing and product ideas on Econsultancy with our “energizing refreshment” project used as an example.
Noteworthy fact: ” The winning ad outperformed a lot of Coca-Cola’s commissioned work based on Millward Brown’s Link Score and the brand achieved a 900% productivity gain against briefing through traditional means when taking into account all the costs of using co-creation versus its usual agency and production fees.”
Are you planning on engaging in creative crowdsourcing by requesting the assistance of a crowdsourcing platform? This article is part of the 3-part article about some of the main legal questions raised by the use of creative crowdsourcing by organizations. In this post, we focus on the diversity of creative contributions that brands can get from the crowd: From raw ideas to polished videos, from consumer creativity to professional work… eYeka can help you navigate the legal implications of this emerging field. Continue reading
An ad for Dr Pepper’s “Win Time of Your Life” contest (image: www.goantiques.com)
Co-creation, the eYeka way, already existed in the 1950′s! That’s what I found out recently, reading Julia Kirby’s Creative That Cracks the Code article in the Harvard Business Review. “It’s easy to forget how long companies have been inviting ideas from ‘the crowd,” Julia Kirby explains, “if you’re in doubt, read The Prize Winner of Defiance, Ohio, a memoir of 1950′s America in which the author’s mother writes advertising jingles for contest after contest.”
It seems that Jeff Howe didn’t actually coin the term, but popularized it in his Wired article and book. As I didn’t know about these advertising contests, I thought it would be interesting to learn more about them, so I read The Prize Winner of Defiance, Ohio. I found out that during the so-called “Contest Era” in the 1950s and 1960s, a lot of brands organized contests to advertise and sell their products. The book is a rare testimonial about this form of advertising, that we know today as creative crowdsourcing. Here are 7 facts about advertising contests and consumer creativity… half-a-century ago.