Collaborative Innovation
Table of contents
Sources
 
WHICH PROJECTS ARE BEST SUITED FOR CROWD SOURCING?
 
Crowdsourcing is most useful when consumer demand for your product--or the ways that consumers may use or value it--is unknown or fluid.  If you're manufacturing nails, consumer demand is clear.  However, if demand for your product or service could shift in relation to cultural trends or consumer goals, crowdsourcing your design and marketing would be helpful.  As tastes shift, crowdsourcing will maintain the enthusiasm of your existing customers and advance your brand with new audiences. 
Examples:
  • Lego Cuusoo was started by Lego in 2008 to allow users to submit ideas for Lego products.
  • Pepsi launched a marketing campaign in early 2007 that allowed consumers to design the look of a Pepsi can. The winners would receive a $10,000 prize, and their artwork would be featured on Pepsi cans.
  • Moleskine is supported by worldwide communities of enthusiasts who write, sketch, and paint on Moleskine notebooks. These communities share images of decorated pages through social networking and alternative media sites (e.g., blogs, Youtube), influencing other creative people to join the group.  
Sources: Van Dijk, J. (2012). The role of ‘co-creation’ in product innovation and marketing. Insite Consulting.
Rate
0
No votes yet
BACK TO TOP