Airbnb Crowdsources Movie Made up of 6-Second Vines

Many marketers are now using Twitter’s Vine app, which allows its 40 million users to create and share 6 second looping gif-format videos. The latest and most noteworthy instance is Airbnb’s “Hollywood and Vines”. The online room rental platform that connects hosts and travelers across the globe is stitching together a crowdsourced short film six seconds at a time.

Airbnb  Crowdsources Movie Made up of 6-Second Vines

Instructions were released on Twitter and promoted via the Sundance Channel, Facebook and Google +. A 48 hour window for submissions listed 40 shots based around the theme of Adventure and Travel, each with their own hashtag.

Judging is to be based on creativity, compliance and video quality. The resulting edited film will be aired on the Sundance Channel in the US on September 13th. Those whose Vines appear in the film get a $100 Airbnb credit. Airbnb are already known for content marketing and have to be admired for leveraging Vine in a relevant and engaging way.

CO-CREATION

Many brands are starting to  facilitate and leverage user-generated content (UGC). These brands understand the power of co-creating their brand together with consumers and tapping into the creativity of their fans.

Enhanced by Zemanta
Advertisements

Lay’s asks consumers and fans to “Do Us A Flavor”

In July 2012, Lay’s chips Launched their “Do Us A Flavor” contest, inviting consumers to submit ideas for new flavors for Lay’s chips (crisps). The winner of the contest will be awarded $1 million or one percent of their flavor’s 2013 net sales.

Do Us A Flavor

The competition was launched via Facebook, garnering over 3.8 million entries. Lay’s flavor development team narrowed these to a shortlist of 20, and Chefs prepared the dishes which the flavors were based on. Food scientists then translated those food notes into a spice blend for the chips.

Flavors were judged by a celebrity panel that included chef Michael Symon and actress Eva Longoria. The three final contenders were announced Monday on “Good Morning America”: Cheesy Garlic Bread, Chicken & Waffles, and Sriracha (a Thai hot-sauce).

These three were also rolled out in store this week. Consumers can vote for their favorite flavor on the Lay’s Facebook page, via twitter and by text though May 4 when the final winner will be announced. The winning flavor will then remain on shelves.

“Do Us a Flavour” was originally a hugely successful concept from Walker’s Crisps in the UK – where “Builders Breakfast” beat out “Onion Bhaji” and ”Fish and Chips” for the top slot.

CO-CREATION

The Internet has given customers ever-increasing powers to research, compare, and review brands, enabling both good and bad customer experiences to be broadcast to the world. This is proving challenging for many companies, who’ve always exercised so much control over their brand messages.

But many brands are harnessing the power of the Internet and “social proof” by optimizing user-generated content (UGC). These are the brands that understand the power of co-creating their brand together with consumers and tapping into the creativity of their fans.

Graphic Anarchy from Axe Bodyspray in the U.S

Graphic novels and comics loom large in mainstream youth culture, thanks in part to the rise of geek culture, the continued popularity of Manga and the discovery by film studios that comic book characters can become big box office stars…

Graphic Anarchy AXE

To promote its new fragrance range for men and women, Axe has turned to graphic novels and the imagination of its fans to produce a crowd-sourced online comic that is worlds away from the “wear this scent, get more girls” theme usually employed.

New chapters will appear every few days and fans will even get the chance to star in the strip. TVCs show men and women falling for one another amidst total chaos coupled with the crowd-sourced digital comic project. Every few days, new chapters will be put up online with plot turns based partly on consumer suggestions and votes, and with some fans being depicted in the comic.

Axe’s place in youth culture is evidenced by its 74% US market share, 2.3 million Facebook likes and now, the 46,000 conversations about Graphic Anarchy.

CO-CREATION

The Internet has given customers ever-increasing powers to research, compare, and review brands, enabling both good and bad customer experiences to be broadcast to the world. This is proving challenging for many companies, who’ve always exercised so much control over their brand messages. But many brands are harnessing the power of the Internet and “social proof” by optimizing user-generated content (UGC). These are the brands that understand the power of co-creating their brand together with consumers and tapping into the creativity of their fans.