Crowdsourcing: who does
by Chris F
In doing my research about crowd-sourcing, I found out some very interesting examples of companies who use this, and I thought it would be nice to share my findings here, as part of the visibility of crowd-sourcing as a technique.
I’ve already talked about two examples in my previous post, those being the crowd-sourced posters for Barak Obama’s 2012 presidential campaign:
They opened the crowd-sourced competition for posters for his 2012 campaign, which he won. You can find more information about this project here.
The second example that I gave was Toyota’s logo, which was crowd-sourced as part of an open call for submissions in 1936. They received over 27000 submissions, out of which the one that we now know has been chosen.
Another example that I used was Heineken, which crowd-sourced their latest bottle design. I called this “companies finding out that crowd-sourcing is cheap” beacuse instead of paying an agency or a few designers for a new bottle design, the guys at Heineken have just paid the web programmers to program and design their submission website and an ad agency to design their campaign ad. Many would argue that this is more expensive than just paying an agency to design a new bottle, but if you take into account the visibility that they have gained from this contest, along with the hundreds of thousands of entries from people all over the world, I would sau that they got more than they invested, which is good from the company’s point of view.
T-shirt design website Threadless allow users to create tshirt designs, which then get voted on by users, with the best designs being produced and sold by the guys behind the website, with the creators receiving royalties for the sales. They use both crowd creativity and crowd-voting in their business model.
Coca Cola has also used crowd-sourcing throughout the years, with the most recent campaign being for redesigning their logo.
I believe even earlier than Coca Cola, Pepsi ran a “Design your own can of Pepsi” contest in 2007.
Lego also has a crowd-sourced platform for new set designs, called Cuusoo. People can create sets, suggest them and have other people vote on them. Once every few months, a series of sets (usually 3) who get over 10000 votes get chosen and evaluated by LEGO experts. Generally, one of those three sets goes into actual production by LEGO and the designer is awarded the set that he or she created and gets 1% of the total sales of the product.
There are other companies which use crowd-sourcing as well, but I thought that these were some of the most relevant ones for this blog post because I really liked the projects.