Twenty percent of the 35 advertisers in this year’s Super Bowl have incorporated crowdsourcing into their ad campaigns. Crowdsourcing isn’t new, but social media channels like Twitter and YouTube have given it an advertising renaissance.
As the name implies, crowdsourcing represents the act of a company taking a function once performed by employees and outsourcing it to an undefined network of people via an open call. To be effective, the network must be large. While a business can outsource the final result to the crowd, it’s important to remember that crowdsourcing isn’t the same as outsourcing. There are still significant resources that must be applied to produce the open call, generate interest, evaluate submissions, and announce winners.
Predictions for this year’s crowdsourced campaigns: The Old G in Super Bowl crowdsourcing, Doritos, is back again, and the brand is joined by Pepsi, Coca-Cola, Pizza Hut, Lincoln, Audi, and newbie, Dunder Mifflin.
Doritos: this crowdsourcing pioneer is revisiting its “Crash the Super Bowl” campaign for the sixth year in a row. It’s become a familiar favorite, but the audience’s appetite for a repeat next year will hinge on the quality of the winning submission. In this case, Doritos has thoroughly handed its brand over to... Read more
As America watched one the most inspiring sports figures of the last century publicly confess to doping charges last week on the OWN Network, we’re reminded of the risks and rewards for brands engaging high-visibility influencers both officially and unofficially. While some of Lance’s large corporate sponsors take slack for sponsoring his doping, other companies are taking advantage of the news cycle with no official affiliation with him.
Every one of Armstrong’s major sponsors ended their endorsement contracts with him immediately after the U.S. Anti-Doping Agency released its report in October. Further, some sponsors are suing Armstrong for breaching their endorsement contracts. These aren’t the only organizations troubled by Armstrong’s confessions, though. Hundreds, if not thousands, of organizations and public figures, including Rick Reilly of ESPN, have unofficially endorsed Armstrong and had their reputations tarnished by his recent confession.
Brand Risks To Consider
While having a celebrity or athlete endorser can substantially increase brand recognition and awareness, there are risks involved with aligning with them. This image taken from a Facebook community page calling for a Nike boycott shows how sponsorships can backfire.
When high-visibility influencers like Armstrong come under fire, companies must evaluate whether the negative actions of their endorser could overshadow... Read more