The Internet community can create and realize terrific ideas. But they also take a mischievous pleasure in exploiting situations in which large corporations leave themselves open to attack. Proceed to part two of the greatest crowdsourcing fails here…
5: „Brigitte“ (Otto)
The mail-order company Otto posted a photo competition to find up-and-coming female models. “Brigitte”, in real life a man named Sascha, won the competition. The marketing department proved that they had a sense of humor and “Brigitte” adorned the company fan page for two weeks much to the approval of the community.
4: Fuck U Hamburg
As part of the light event Blue Port, the city of Hamburg was aglow in blue. Protesters annoyed by the event mania aired their opinion by attaching it in azure-blue letters to a bridge. Luckily the hamburg.de fanpage was awarding a prize for the best photo of the event. The result was a triumph for the photo, a hem and haw from the head of marketing, and a shit storm on the fan page that was quite impressive.3: Dub the Dew (Mountain Dew)
3: Dub the Dew (Mountain Dew)
The American soft drink Mountain Dew did an online search for a snappy, new name. Several hackers, probably from the environment of the Internet platform 4chan,broadened the vote by adding a few X-rated options. Viewer discretion is advised!
Platz 2: Pitbull in Alaska (Walmart/Sheets)
Walmart really hasn’t got much of a reputation. When the discounter and department store chain announced that the Walmart branch with the most Facebook likes would be visited by the rapper Pitbull, Internet pranksters created the #exilepitbull Twitter campaign. They decided to make the Walmart branch in Kodiak, Alaska the winner with the help of campaign supporters. Pitbull was totally chilled and invited the main initiator to join him on the trip to the everlasting ice.
Launched under the cloak of crowdsourcing, the advertizing campaign titled “Mein Stil –my Pril”, was looking for two new designs for the popular dishwashing liquid. No sooner said than done…rage faces, sausages and Pril with tasty roast chicken flavor won the votes. The initiators got into a sweat; the number of votings suddenly changed and at the end a jury declared two stuffy designs the winner. There has seldom been such strong bid for a shit storm…
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Dieser Artikel wurde am 23.October 2012 von Patrik geschrieben.
Andreas Borg 13.12.2012, 17:47:33 Uhr
Zehn Beispiele, die zeigen, dass auch Werbemittel wie Mitmachaktionen strategisch geplant sein müssen, um zu funktionieren. Wobei sich ein paar Firmen wie Otto ja souverän aus der Nummer gerettet haben – in dem Fall mit Glück, dass es sich um eine zeitlich begrenzte Kampagne gehandelt und Otto nicht etwa das Gesicht für den Jahreshauptkatalog gesucht hat.
Klar, dass das Ergebnis nie komplett kalkuliert werden kann, aber die Teilnahmebedingungen sollten einfach im Vorhinein klar sein. Und nicht, wie z.B. bei Pril, mitten in der Aktion geändert werden. Das hat McDonald’s mit seiner Kampagne von “Mein Burger” beispielsweise gut gemacht und hier einfach schon die Zutaten, ihre Anzahl etc. vorgegeben.
In dem Sinne, danke für die Beispiele! Lese ich immer wieder gern.
click through the next document 20.02.2013, 21:47:53 Uhr
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