How Coca-Cola uses co-creation to crowdsource new marketing ideas

When Coca-Cola’s ad agencies ran out of ideas for a marketing brief, the company decided to turn to an online community to crowdsource some ideas.

By using co-creation Coca-Cola was able to generate thousands of new ideas from a global community of creative individuals, giving it a huge amount of content to inspire future marketing activities.

And the drinks brand isn’t the only major business using co-creation. BMW has a minisite that allows people to contribute to its current projects.

So to find out more about why Coca-Cola moved away from the traditional agency model and its on-going work with co-creation community eYeka, I spoke to the Asia Pacific regional director for sparkling and activation platforms Leonardo O’Grady…

Unilever drops agency, crowdsources TV ad

Unilever has waved goodbye to longstanding creative agency Lowe and decided to ask the public to help create a new TV ad for its Peperami brand.

Campaign reports that the firm is using crowdsourcing site Idea Bounty to attract ideas for a new Peperami ad, offering $10,000 to the winner of the contest. The brief will be published on Friday, and the contest runs until late-October.