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Crowd Sourcing Advertising Facebook

Super Bowl XLIX to feature more brand-driven crowdsourcing than ever


By Nesh Pillay, Reporter

January 29, 2015 | 3 min read

As technology evolves, so do trends in advertising. According to marketing platform Crowdtap, crowdsourcing is a trend that will be seen a lot during Super Bowl XLIX and is a strategy that is here to stay.

In a poll of more than 6,000 Americans, Crowdtap found that 61 per cent of consumers will update their Facebook statuses if asked to interact socially by a Super Bowl ad.

“In the advertising world, marketers are using crowdsourcing to empower crowds to market with them, instead of at them,” said Crowdtap CEO Sean Foster. “This could mean involving consumers in a collective brainstorm on new ad concepts, discussing new innovations with consumers who can inform a brand’s go-to-market strategy, or involving consumers in product ideation and packaging design.”

Foster said that this is an effective technique because “consumers trust peer recommendations more than any other form of advertising.”

Even though the Super Bowl is a few days away, Crowdtap says that 15 per cent of those polled have already participated in a crowdsourced campaign.

According to Foster, this continuous interaction with consumers is the key to a successful advertising campaign.

“Instead of coming up with one great Super Bowl ad for television,” he said, “today’s marketers needs to amplify that big-buy and create a strategy that engages consumers before, during and after the game across multiple platforms. Suddenly, the thirty-second spot extends much longer than thirty seconds.”

Both Doritos and Carnival Cruise Lines have done significant crowdsourcing leading up to this year’s game. Doritos has been running a #crashthesuperbowl campaign in which it allows viewers to vote for and choose the commercial they want to see during the big game.

See all our coverage of Super Bowl XLIX here.

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