This month the management consulting company McKinsey has revealed the results of a study on the impact of co-creation—a phenomenon of modern marketing, when a company engages external parties—most often, customers—into its creative processes online. Interestingly, the research has showed that co-creation increases the chances of success of a new product innovation by as little as 4% on average. However, it may have some positive side-effects, such as reduction of costs on market research and increase in customer loyalty.
Jack Daniel’s Australia is going to celebrate its birthday in September with a crowd-sourced bar, and it’s seeking creatives that will help the company implement the idea. Fans are called to donate their precious time as well as enthusiasm, equipment and materials for the future “world’s first crowd sourced bar” that will carry Jack Daniel’s DNA.
Building on the success of 2013’s “Ahh Effect” campaign, Coca-Cola is launching a new spin of the effort that employs the same idea of ultimate joy delivered by every single sip of Coke. The new promotion uses the elements from the content of the 61 AHH.com websites (each site having different numbers of “h” in the URL) that highlighted a variety of ahh moments, and asks younger audience to contribute their own exclamations inspired by Coke.
The Spanish carmaker SEAT has launched a competition on the global Talenthouse platform for artists, illustrators and creators, calling aspiring designers to develop accessories for the auto-maker’s special-edition SEAT Mii by Mango. The new model is positioned as a car that is “fashionable on the inside and stylish on the outside,” and the contestants are expected to mirror this personality through their designs.
Target has turned to Pineterst to find a team of aspiring designers for its new product lines. The retailer has teamed up with three active pinners and bloggers—Joy Cho (USA), Jan Halvarson (Canada), and Kate Arends (USA)—who will co-create a series of upcoming collections that will include party products. The three users are also working in design, so they are supposed to feel quite comfortable with the assignment.
Chevrolet is encouraging aspiring filmmakers to become one step closer to the Academy Awards. The auto giant is calling the international filmmaking community to create an advert that will be aired during the Oscars broadcast on March 2. Though it’s not a direct way to the nominations, it’s an excellent start for those who want to get their names heard in the filmmaking industry.
In early 2013, Absolut teamed up with Threadless users for a crowdsourcing contest to develop a new limited-edition bottle for the latest city-inspired flavor, Absolut Chicago. Now, the brand is unveiling the results of the collaboration—an artwork created by Ross Bruggink, 26, reflects the city’s architecture and culture symbols that make Chicago a modern classic.