Crowdsourcing: Coke, Financial Review

Expedition 206 is a global program that has a presence on many social media marketing platforms. Coke used crowdsourcing to enable all of their consumers to vote on which team will travel the world for a year in search of what makes people happy. It’s a program that will be completely socially enabled. The team will blog, shoot video, conduct interviews and participate in events. Voting concluded and the three-person team of “Happiness Ambassadors” was announced online on November 16. The trip begins in January 2010.
To build buzz for next year’s ad campaign, The Australian Financial Review recently used a competition to crowdsource ad copy from readers. Dubbed Write Our Next Ad, the brief was for a short, sharp, clever ad that would resonate with the audience and promote the benefits of regular readership, while reflecting the brand’s focus on leadership, strength and inspiration.
Nicola Davies shares her thoughts on the matter …
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Lawson Clarke, Experience, Media Usage, McCafe

Former Arnold creative Lawson Clarke is trying to regain his rightful place in the advertising economy by advertising himself into a new gig. He is doing so via malecopywriter.com.
lawson-clarke

Experience the world instead of talking about experiencing the world
The signature behavior of people who routinely achieve innovative outcomes is that they constantly seek to experience the world instead of talking about experiencing the world.

This is a revelation? According to data from psychographic-research company Mindset Media, personality is often a more effective prediction tool for media usage than age, gender and income. “We had a hunch that people’s personalities played into the kind of media they consumed,” said Sarah Welch, Mindset Media co-founder and chief operating officer. “Demographics have long been thought to be [the indicator for] media consumption. Young people use the web and watch TV, for instance. But there are so many different effective ways to reach people … using whatever psychographic your target segment has.”

Marketing Blitz for McCafe Is on the Way
Whoever said mass marketing is dead never worked at McDonald’s. The master of the McBlitz is about to outdo itself with its long-awaited national campaign for its new coffee line, touted as the biggest launch in its history — no small feat for a company that regularly drenches consumers in marketing.

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