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By Simone Janson (More) • Last updated on October 15.09.2023, XNUMX • First published on 25.06.2012/XNUMX/XNUMX • So far 4389 readers, 1117 social media shares Likes & Reviews (5 / 5) • Read & write comments
Exciting crowdsourcing campaigns are story-telling and do not have to be expensive. But not every one Companies realizes their potential. 3 exciting examples of more or less successful campaigns.
Everyone is talking about viral Marketing, all the time I get links to supposedly great ones Recruiting– and sent marketing videos, which are usually very expensive to produce.
A viral effect can often be achieved very easily and also more cheaply: Namely simply with a good, funny Idea. creativity instead of coal! Unfortunately, not everyone sees the potential.
For example with this one SALE from Atout France: Marie, Claude, Gérard and Paul are the names of the French rubber ducks, of which the French National Tourist Board, ATOUT FRANCE, has distributed 500 pieces. Each of them with typical French outfits and the appropriate names: "Marie, the glamorous Parisian", "Claude, the artist", "Gérard, le français" (here in the picture) and "Paul, the gourmet".
By the way, those who didn't get anything from the distribution campaign can also photograph their own duck in France. The prize is two tours of France for two people each. How to participate and that gewinnen, says the ATOUT FRANCE website:
The idea was funny. ATOUT FRANCE writes:
Take one of ours or your own rubber duck with you on your next vacation in France. Photograph your travel companion at your favorite place and post your picture in the gallery of our “duck photo contest”. The Facebook-Community then takes the most beautiful rubber duck snapshots. Of course, you can send in your photos until the end of the competition. Among the 10 most popular pictures we are giving away two "duck" jaunts for 2 people each: With Air France we go to Paris and from there on to Burgundy or Normandy... of course in proper style in France's most likeable vehicle, a "duck" (Citroën 2 CV)!
A successful campaign and the photos on Facebook do Lust for more. It's just a pity that ATOUT FRANCE is so clearly based on Facebook and not, for example, building a community on your own website.
Because that Objective The crowdsourcing campaign, besides tourism marketing for France, is clearly the promotion of the Facebook-Page. But this is exactly where the limits of Fac showebook with the design options:
Although the event was via Facebook announced, but the corresponding post has long since run through, you can't keep it on the start page. And there is a special app with a picture for the competition, but the conditions of participation or the corresponding website are missing.
Conclusion: I had to search for information on how to participate for a long time and finally had to go to Google, where the search for “ente frankreich facebook”Brought the hoped-for hit. But maybe I'm just too stupid to find the clues?
This action by the April Foundation can also be described as successful: It started with the result of a study by the European Union. This showed that 80% of Europeans are so-called financially illiterate. "This can not be!" said a group around biscuit baker and dream job advisor Beate Westphal - and founded a non-profit foundation with the aim of improving financial fitness in Germany.
One often says: “About Money you don't talk" and if you don't talk about it, nobody will notice. "Poor but sexy" once said a politician, but who wants that? = being financially illiterate From this came the idea: Westphal, as a former competitive athlete in hurdles, came into the Sinnthat a training program the situation fast could improve. 30 days, i.e. 1 month of financial fitness training.
The film “The 8 Money Types” reports on the experiences, exciting insights and amazing results. A companion book is created for this, in which the 30-day training program can also be found. So everyone can take part themselves and it is easy to give away so that our friends can also be financially happy. In the conception, dramaturgy, the Technology and the effort during the shooting days as well as the film editing and then yes also for the layout of the book, 10.000 euros were invested, which were collected through crowdsourcing.
By the way, crowdsourcing has to do with open journalism, participatory journalism & citizen journalism or grassroots journalism. This is a form of journalism in which citizens can participate in social discourse through their own media - via Twitter, Facebooks and blogs.
The idea behind it, true to the motto “Thousands of heads think more than one”: The more People participate in finding the truth, the greater the probability of actually finding it. Finding the truth by crowdsourcing, so to speak.
By contrast, journalists like to sneer at this form of journalism, dismiss it as irrelevant, or consider it a cheap competitor. But what is more obvious than to use crowdsourcing specifically for the research and marketing of media?
The Guardian, known for the purpose of using Open Journalism specifically for reporting, has now launched a TV spot that amusingly explains the advantages of Open Journalism.
The sheet took the well-known story of the Three Little Pigs and the Wolf, who blows the house away - and turned her around creatively. In the video, little pigs have to answer to a court for murdering the wolf.
And while a heated debate about whether the pigs are now innocent or not, The Guardian, with the help of its multi-layered channels of communication with readers and users, brings the truth to light:
The three pigs are insurance fraudsters, the wolf had asthma and could never have blown away the house of the three. Victory for the swarm intelligence from the Internet! And victory for The Guardian, which is pretty creative on the possibilities of participatory journalism I aufmerksam power.
Incidentally, The Guardian is planning further creative action in connection with the campaign. The spot by director Ringan Ledwidge is broadcast by British TV channels such as Channel 4, E4 and Film4.
A poster campaign is running in British cities and they even want to take over the British website from YouTube for 24 hours.
By contrast, McDonalds missed the chance for viral marketing. And that, without having initiated a corresponding action at all.
I feel natural clearthat artist Peter Pink no marketing action im Head had when he lined up his potatoes in front of McDonalds on Hermannplatz in Berlin Neukölln. More likely an anti-McDonalds action.
However, the funny action at Facebook So far, a good 2000 likes, was shared 644 times and commented on around 30 times, and you can find it in various blogs. McDonalds, on the other hand, lived up to its nickname McDoof, like the photographer at Facebook tells:
“The action ended with that one Ms. got out of McDonalds and swept away the protesting potatoes. She said 'You can't do that here with the potatoes.' "
Well, McDonalds apparently did not recognize the viral potential of such an action. From an artist's point of view, one can probably be happy about that. From a marketing perspective, that's just plain stupid.
Apparently, they preferred to continue shooting elaborately produced, boring videos. While the rest of the Welt amused by potatoes.
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Simone Janson is publisher, Consultant and one of the 10 most important German bloggers Blogger Relevance Index. She is also head of the Institute's job pictures Yourweb, with which she donates money for sustainable projects. According to ZEIT owns her trademarked blog Best of HR – Berufebilder.de® to the most important blogs for careers, professions and the world of work. More about her im Career. All texts by Simone Janson.
Dear Mrs Janson,
Thank you very much for this article, we are glad that you have presented our profit play!
Since the structure of our FacebookApp, which is at the heart of the competition, apparently appears somewhat problematic, we would like to briefly address a few points:
The campaign is aimed at the more than 8.000 fans of our website www.facebook.com / UrlaubinFrankreich - upon request, we distributed a total of 500 “French” rubber ducks to them free of charge, which should be photographed at the respective holiday destination in France for participation in the competition. More ducks were distributed in 3 German cities during street marketing campaigns. The entire action takes place on the “Photo Competition” app on our Facebook- Page down - you can upload snapshots of ducks from France here since May 2nd and until September 30th. Our Facebook-Community will vote on the 14 most beautiful pictures from July 10th, among which we are giving away 2 trips to France for 2013.
We hold Facebook for this very interactive form of competition for a very suitable platform, which has been confirmed by the extremely positive feedback from our fans so far. The whole action and our 4 ducks Marie, Claude, Gérard and Paul are constantly talking and our fans keep posting pictures and short holiday reports from their ducks - so we hope that our gallery will be filled with lots of funny pictures over the course of the summer will fill.
The conditions of participation for the contest will be found on each page of the app in the footer area in the form of a link to the detailed text. In addition, the participant is informed once again by clicking on the conditions of participation and the notes on data protection, so that every user is informed of the progress and the conditions of the game.
We hope to have helped you with this and wish you good luck, if you are still participating in the competition!
Greetings from Frankfurt,
Caroline Oberfeld
Marketing - French National Tourist Board
Dear Mrs. Oberfeld, thank you for your comment.
After checking your app several times, I noticed that something was actually happening there: After clicking on it a few times, the navigation bar in the app actually appeared, before that I clicked on the image umpteen times and nothing happened Post, the app just looked like a picture to me, that irritated me very much. As I already wrote - maybe I was just too stupid to find the right place to click on it ;-)
My criticism is therefore not directed against the action itself, but against Facebook and the limited display options or precisely such bugs there. Facebook is technically flawed, has its pitfalls in the design. Not to mention data protection. I'm only thinking of stories where the pages were simply blocked or deleted. And you don't know what will happen to FB in the future, especially now after the IPO. I have dealt with this topic in more detail in my book “Nackt im Netz” and wrote an article about it here.
I don't want to scare you at all, just point out that there might be more sustainable solutions. I can also understand that you don't want to give up a well-running channel for no reason - and Facebook is in a certain way very convenient, you get quick feedback - but it can become a problem.
In addition, a blog has the long-term advantage that you retain the rights to your entries and images and can archive them clearly - and then you suddenly receive interview requests on topics that you have been writing about for years or hundreds of likes on an old article because the topic suddenly boils up. Facebook on the other hand is like a continuous heater: runs through, boils up and can then no longer be found.
Presumably, everyone has such a preference ;-)
gruß
Simone Janson
That's a sweet idea. Participating could actually be worthwhile there :)
Then good luck!
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