Tag Archives: Crowd sourcing

Jamaica’s bobsleigh team in the (cool) runnings to get to the Games

20 Jan

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Jamaica‘s motto is ‘out of many, one people‘ and it’s never rang truer than this week. The lush Caribbean island has qualified for the two-man bobsleigh event at next month’s Sochi Winter Olympics.

That’s right – Cool Runnings is becoming a reality (again). But one thing almost stood in Winston Watts and Marvin Dixon’s way – money. The funding was so tight they had to dip into their own pockets and even watched the final qualifying round from home with bated breath to see it they’d made it through to the next round.

But, once again, Twitter has proved itself as the key driver for crowd-sourcing success. @JamaicaOlympics backed its athletes by drawing attention to a unique crowd-funding initiative on the micro-blogging site moments after the pair qualified. And, although each tweet didn’t generate mass re-tweets or favourites, they’re being seen by the right people.

Most of those people used internet currency sensation Dogecoin to generate the much-needed cash – and in doing so it’s boosted the value of the crypto currency. So I predict we’ll be hearing more about it, and it’s rivals, in the coming months.

The great news is that tonight it was revealed that, thanks to a blend of individual and corporate doners, the team raised $25,000.

This flurry of national PR has meant that Watts and Dixon have dominated news articles as well as the sports pages – including The Guardian, Metro and the New York Times to name a few. And hopefully it’ll encourage the world to find the remaining $15,000 to get Jamaica to the Games.

The team’s fundraising success is testament to @JamaicaOlympics upping its game, while the sporting world was asking questions about the island’s novelty team. It’s gone from tweeting once a day to every hour; re-tweeting key stakeholders; and increasing its level of call to actions. Accompanied by a thriving website, team blog and Facebook page – Jamaica’s got the full social media package.

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Would you prefer a tattoo of your boss or £25k?

3 Nov

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Crowd-sourcing was coined in 2006 by Wired Magazine. It was used to describe a job, which was usually fulfilled by an employee, that was outsourced to a group of people. Since then it’s been used by brands in a range of weird and wonderful ways. From ‘dead dog‘ jingles to BrewDog’s Twitter beer, it generates ideas and content for businesses – and not many of them are sensible.

Now, premium crisps brand Tyrrells has embraced this fact and, after asking its social media fans for ideas for prizes to bring its promotional packs to life, is running with them. That’s right, Tyrrells is giving consumers the chance to win: a tattoo of your boss, an uncomfortably long handshake or a packet of soil.

Well, blow me down and take me to Waitrose right now because this is the best incentive ever to buy a packet of crisps.

Of course, consumers have an opportunity to trade their prize for £25,000. But I’m looking out for one winner that’ll see the value in winning a pack of lies. After all, it’d make great content for the brand, and the results would be much wider than its own communications channels. You wouldn’t see a feature on a Walkers‘ cash prize winner in The Sun, but with this I can definitely imagine it. It’s PR-journalism gold.

With more than 60,000 consumers already engaging with Tyrrells across Facebook and Twitter, the brand has done a great job of interacting with them. It’s asked them questions and taken their answers seriously, including on the T&Cs, which makes this Field of Dreams marketing promotion a cut-above the rest. What’s more, up to 5 million more fans will have the chance to appreciate the brand’s humour as the competition’s rolled out across the country.

With the crisp market currently worth £927.5m in the UK alone, a well-executed campaign like this can help brands like Tyrrells close down the significant gap that Walkers currently enjoys. And it’s first using social noise to support its attempt.

What would you do? Opt for a sculpture of your Grandma or the money?

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