The idea of crowdsourcing can evoke several emotions – some of uncertainty and some of either disdain or complete embrace - but regardless of one’s opinion, more brands are using consumer input to drive new product lines, new ideas and new business solutions.
Pepsi has implemented three consumer-driven initiatives this year alone, including the “Pepsi Refresh Project,” “PepsiCo10”, and Mountain Dew’s “DEWmocracy,” all to promote great ideas and leverage social influence with marketing.
Levi’s has also recently launched its “Care to Air Design Challenge” which “seeks the world’s most innovative, covetable, and sustainable air-drying solution for clothing.” The finalists receive a prize of $10,000 from Levi Strauss & Co. and will have their idea presented to a panel of eco-innovators.
The activation benefits are two-fold for the Levi brand.
1. It promotes the company’s green initiative and its search to find a way to reduce its own carbon footprint and
2. It popularizes the product to a market of consumers who are eco-friendly.
Participants play a vital role for brands in these projects. In Mountain Dew’s case, they didn’t simply ask participants to upload videos or submit ideas. Consumers were involved in the entire process- the drink formula, the naming of the flavors as well as identifying media properties to partner with for advertising.
When Coke Zero launched its “Department of Fannovation” initiative, which asked fans to submit ideas to improve the NCAA fan experience, it issued levels of participation, allowing the best ideas to move on to the next round in tournament fashion and rewarding the best entries with cash prizes, tickets to the 2011 NCAA Men’s Final Four, and more.
No matter your stance or current use of crowdsourcing, the lesson to be learned from these examples is that brands must listen. Consumers want to be more involved in the brand and the products they consume. According to Mark Earls, author of Herd, “it is no longer about what your brand does to the consumer but what consumers are doing to and with your brand. “ Surely, this process shouldn’t replace meticulous brand strategy, but recognizes strength in collaboration, and ultimately crowdsourcing can be a viral tactic in a larger brand strategy.
When consumers feel empowered, they make the leap from customers to avid fans. Brand perception is enhanced and the brand value is increased.