Wednesday, November 26, 2014

Coke Uses Crowdsourcing for New Ad Ideas

Coca-Cola China has put a challenge to creatives on a crowdsourcing platform asking for videos that show what Coke tastes like. The company is trying to generate advertising ideas.
Coke's brief on eYeka, a crowdsourcing platform, read "Don't create an ad for Coke -- we are interested in your creative point of view about the taste." "If you had to explain to an alien who has never tried it before, which particular element of the Coke taste experience would you talk about, and what creative expression would you show him to get him to crave a sip of that Coke taste?"
This is not the first time Coke has used crowdsourcing. It is unclear exactly what the company is looking to get out of video submissions. It could either be to help develop marketing content or be used for market research to drive future marketing campaigns. The initiative was developed by McCann Shanghai.
Richard Cotton, a content director for Coca-Cola China stated that Coke has done typical focus groups and consumer interviews thousands of times, therefore, the company is expecting something a little different from this experience. "It's a very personal thing, taste, and words don't necessarily capture it, so getting people to express that through video, through photography, eventually could lead us to a much more visceral and interesting place."
The contest is open to creatives outside of China and will run through January 18th. Coke will give out more than $31,000 in prize money.
The brief asks people to make videos or animations on one of five themes. One is "Romance of the Magical Caramel Liquid," and another is "What It Does To Me" meaning what happens to your body after drinking Coke. 

No comments: