Do do what Tourism NZ does.

8 Mar

I’d like to pick up today where I left off on Friday. If I remember correctly, I was harassing Doritos about an embarrassing advertising campaign that relies on its customers to magic up television ads. The entries are then judged, and the least appalling wins a prize. No strategy, no integrity, no restrictions on the content other than what YouTube might consider appropriate. Ladies and Gentlemen, this is not the way to run a marketing campaign.

Of course, if crowd-sourcing was always this bad, it wouldn’t be a ‘thing’. Here are a few examples of crowd-sourcing done perfectly well.

Netflix challenged developers to improve the movie recommendations algorithm on its site by 10%. Top prize was $1 million. With a prize that size, competition was always going to be fierce, ensuring there was plenty to talk about in the media.

Threadless and iStockphoto have both adopted crowd-sourcing as a business model. These sites encourage users to submit their best design and photography work (respectively) in return for cash.

It seems to me that if you are able to attract professional or semi-professional talent to take part, and preferably, pay them well, crowd-sourcing might not be a terrible approach. It certainly keeps cost down and ensures a diverse range of ideas.

Recently Tourism NZ commissioned filmmakers from around the world to shoot a short that showcases New Zealand’s spectacular scenery. Not all the films work in the way I’m sure Tourism NZ intended, but several are great, and one is absolutely stellar. It’s nice to think that now when prospective travellers YouTube ‘New Zealand’, they’ll see something a little more intellectually and creatively engaging than montages of people from the 90s leaping off bridges while the Shotover Jet speeds below.

Here’s the very best film, which didn’t win:

And here’s a pretty good film, which did win:

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3 Responses to “Do do what Tourism NZ does.”

  1. Aimee March 8, 2010 at 12:46 pm #

    FAAAAAAAAAR! You are God!

    • jonoaidney March 8, 2010 at 3:42 pm #

      Immaculate dialogue, is what I thought.

      • Aimee March 8, 2010 at 4:22 pm #

        I think the main difference between this and other crowd-sourcing attempts is that there are reputable judges selecting, and there is a process of development and refinement before the final product.

        It’s nice too that there is value in it for the film-makers (getting development advice) other than the old “but you might get famous if you make this ad for us for free”

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