Crowdsourcing


Crowdsourcing: Wikipedia sources most of its content from a vast number of contributors

Exhibit 12.6   Wikipedia sources most of its content from a vast number of contributors.

Conceptually similar to co-creation, crowdsourcing (‘sourcing from crowd’) is the process of soliciting ideas, content, services or funding from a crowd, usually an online community. Wikipedia (Exhibit 12.6), which sources most of its content from a vast number of contributors, exemplifies crowdsourcing.


Crowdsourcing: ‘How do you like your Vegemite?’ crowdsourcing campaign

Exhibit 12.7   ‘How do you like your Vegemite?’ crowdsourcing campaign in 2008 yielded over 300,000 submissions, revealing many new combinations and uses of Vegemite.

Another notable example of crowdsourcing is the 2008 ‘How do you like your Vegemite?’ campaign (Exhibit 12.7). Kraft, the company that used to own the brand, conducted this very successful campaign which revived interest in the brand, raised brand affinity, re-invigorated sales and yielded over 300,000 submissions, including a number of new combinations and uses of Vegemite.

Kraft was already aware that consumers were mixing Vegemite with other foods. The campaign yielded new insights on how the brand was consumed, on what foods were being combined and how consumers consumed Vegemite.

This led to the creation of a new blended variant — mixing Philadelphia Cream Cheese with Vegemite to create a smoother, milder, easier to spread, “dipable” variant that was better suited for snacking. The new product became an instant success — within two months of launch, 2 million jars were sold and the variant achieved 12% household penetration.


Crowdsourcing: LEGO IDEAS invites participants to create a Lego project

Exhibit 12.8   LEGO IDEAS invites participants to create a Lego project

Yet another great example is LEGO IDEAS, Exibit 12.8. On this website, LEGO invites participants to create a Lego project, share it on the IDEAS website, and seek supporters. Projects that secure 10,000 supporters are reviewed by LEGO for a chance to become official LEGO products.

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