I’m sure that you have heard all about outsourcing, but now they are crowdsouring too? What the heck is crowdsourcing? Well, for one, it is a word so new that Microsoft Word does not recognize it as a word. It is also a company’s attempt to get you to do their work for them. But that isn’t necessarily a bad thing- in fact it has had some great results.
Technically speaking, crowdsouring represents the act of a company or institute taking a function once preformed by employees and outsourcing it to an undefined (usually large) network of people in form of an open call. But that is the boring definition. A better definition is getting the consumers to do the marketing at little or no cost.
Several companies use this. My favorite user of crowdsourcing is Doritos. Every year since 2007, Doritos has held their Crash the Superbowl contest. They select four or five finalists and air their commercials during the Superbowl. My personal favorite Doritos commercial from this year’s Superbowl is House Rules, and can be viewed below.
Crowdsourcing keeps costs low, but also keeps ideas fresh. If a small team of people can not come up with an inventive idea, why not open it up to a huge crowd of people?
Many companies release short films to aid in their marketing efforts. A short film should have all of the elements of a normal film. A hero, who wants something, and takes action, but meets conflict, which leads to a climax, and finally a resolution.
I believe that one company excels at making short films- Coca Cola. They have been making short films for a good while now; they also sponsor a short film contest for young film makers.
The short film I have chosen for this blog is called Happiness Factory. The film was released in 2009 to go along with their current slogan- Open Happiness. The film was shown in movie theaters before the feature presentation, online, and in a shortened version as a regular television commercial.
I don’t want to give too much of the film away in written form, because it truly is a great short film, and I want everyone to watch it. I will however tell you a little bit about it. The film takes place inside a Coca Cola vending machine, where fantastical creatures are in charge of getting the Coke (or happiness) to the consumer.
Coke also released a website- Coca Cola Happiness Factory. This is an advergaming site. You play as the hero from the short film. The site’s load time in insanely long, but if you can set through it, I recommend checking it out.
Coca Cola has put together a great IMC campaign, combining traditional and new media. Everything is tied together nicely, from the slogan to the film, the commercials to the online content.
As a fun extra, since Coca Cola changes their slogan more often that I change my mind, I thought I would run down their slogans throughout the years for you guys! Some have some mildly funny comments from me… or at least what I think are mildly funny comments.
• 1886 – Drink Coca-Cola. (Boy, they weren’t very creative in 1886, were they?)
• 1887 – Delicious! Refreshing! Invigorating! Exhilarating!
• 1891 – The Ideal Brain Tonic/The Delightful Summer-Winter beverage.
• 1904 – Delicious and refreshing. (The year after the cocaine was removed)
• 1905 – Coca-Cola revives and sustains.
• 1906 – The great national temperance beverage.
• 1908 – Good til the last drop (Did Maxwell House rip this off?)
• 1917 – Three million a day.
• 1922 – Thirst knows no season.
• 1923 – Enjoy life.
• 1924 – Refresh yourself.
• 1925 – Six million a day.
• 1926 – It had to be good to get where it is.
• 1927 – Pure as Sunlight
• 1927 – Around the corner from anywhere.
• 1928 – Coca-Cola … pure drink of natural flavors.
• 1929 – The pause that refreshes.
• 1932 – Ice-cold sunshine.
• 1937 – America’s favorite moment.
• 1938 – The best friend thirst ever had.
• 1938 – Thirst asks nothing more.
• 1939 – Coca-Cola goes along.
• 1939 – Coca-Cola has the taste thirst goes for.
• 1939 – Whoever you are, whatever you do, wherever you may be, when you think of refreshment, think of ice cold Coca-Cola. (Whoa, that’s a long one!)
• 1941 – Coca-Cola is Coke!
• 1942 – The only thing like Coca-Cola is Coca-Cola itself.
• 1944 – How about a Coke?
• 1945 – Coke means Coca-Cola.
• 1945 – Passport to refreshment.
• 1947 – Coke knows no season.
• 1948 – Where there’s Coke there’s hospitality.
• 1949 – Coca-Cola … along the highway to anywhere.
• 1952 – What you want is a Coke.
• 1954 – For people on the go.
• 1956 – Coca-Cola … makes good things taste better.
• 1957 – The sign of good taste.
• 1958 – The Cold, Crisp Taste of Coke
• 1959 – Be really refreshed.
• 1963 – Things go better with Coke.
• 1966 – Coke … after Coke … after Coke.
• 1969 – It’s the real thing.
• 1971 – I’d like to buy the world a Coke. (Teaching the world to sing is cheaper.)
• 1974 – Look for the real things.
• 1976 – Coke adds life.
• 1979 – Have a Coke and a smile.
• 1982 – Coke is it!
• 1985 – America’s Real Choice
• 1986 – Red White & You (for Coca-Cola Classic)
• 1986 – Catch the Wave (for New Coke)
• 1989 – Can’t Beat the Feeling.
• 1993 – Always Coca-Cola.
• 2000 – Enjoy.
• 2001 – Life tastes good.
• 2003 – Real.
• 2005 – Make It Real.
• 2006 – The Coke Side of Life
• 2007 – Live on the Coke Side of Life
• 2009 – Open Happiness