Coca-Cola Is The Biggest User Of Crowdsourcing, Says New Study

Coca-Cola Is The Biggest User Of Crowdsourcing, Says New Study
SHARE
THIS



Some of the world’s biggest brands are turning more and more to crowdsourcing, with Coca-Cola utilising crowdsourcing the most, suggests a new report.

Created by crowdsourcing company, eYeka, the report called ‘The State of Crowdsourcing in 2015’ looks at the Best Global Brands (as sourced from brand management company Interbrand) to see which brands are really sticking their fingers into this market.

From its inception in 2006, the report found that only 15% of brands have not utilised some form of crowdsourcing for its marketing tactics. Meaning 85% of brands have at least dabbled in it.

Technology brands used to be the highest users of crowdsourcing, but in 2014 FMCG brands scooted past to take the top spot.

And of those in the FMCG category, beverage brands were the top contenders, with Coca-Cola taking first place and its long-time competitor Pepsi coming second.

Coca-Cola had used crowdsourcing 34 times over the past decade. Pepsi has used it 30 times.

Graph sourced from the eYeka report.

Graph sourced from the eYeka report.

In terms of the type of content brands used for crowdsourcing, contests seemed to be a massive driver, with video contests topping the charts. Out of all of the brands’ crowdsourcing marketing moves, 45% came from video contests, such as Doritos’ annual competition for ad space in the Super Bowl.

Brands launching idea contests on the search for new and innovative ways to do things took up a 23% share. Music contests were the least utilised contests, with only a 1% share.

However while video is huge, the report suggests brands are starting to move more towards sourcing ideas, rather than just pure content.

This was particularly noticeable between 2013 and 2014. In 2013 ‘ideas’ only took up 11% of crowdsourcing tactics, with ‘content’ at 89%. In 2014 however ‘ideas’ was at 27% and ‘content’ at 73%.

According to the report: “This indicates that FMCG companies may be moving away from crowdsourcing as a sole way to produce content faster and cheaper, towards using it as a way to get creativity directly from consumers as various stages of the marketing process.”

Jeremiah Owyang, founder of collaboration company Crowd Companies, said this report is a way to further understand what’s going on with creative crowdsourcing. “It shows how brands have used it in the past, who are the major players in the field and where we are heading. Will the crowd allow resilient brands to turbo-charge their innovation efforts? Only the future will tell us, but I know for certain that we must collaborate with our customers to succeed.”

Francois Petavy, CEO of eYeka, added: “More brands are embracing crowdsourcing every day, and the way they do so is evolving very fast.”

Please login with linkedin to comment

Advertising Standards Bureau engine new york Sirens

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]