Thursday, April 11, 2013

How coke crowdsourced marketing and product ideas


Coca-Cola

When Coca-Cola’s ad agencies ran out of ideas for a marketing brief, the company decided to turn to an online community to crowdsource some ideas.
APAC director for sparkling and activation platforms Leonardo O’Grady told us that the brand had trouble cracking some positioning for Coke, so opened it up to the creative community through co-creation agency eYeka.
One of the crowdsourced entries for Coca-Cola's ad campaign
It received around 3,600 responses that it whittled down to a shortlist of 10, with one eventual winner being aired in Asia.
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.

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