Monday, December 18, 2006

Adland is Getting "Crowded"

Who in your company comes up with advertising, promotion or PR ideas? No one, you say, because you outsource it to an ad agency or PR firm?

Well, how would you feel about letting your customer public create your outreach to the public? It's a variation of what is called "crowdsourcing," whereby web users of all kinds contribute to a product.

If you think it sounds goofy, take a look at the National Football League's latest innovation at this site. (Aside: don't you wish Microsoft was half as innovative as the NFL?)

Letting customers pitch their television ad ideas is a major shift in corporate thinking, but the internet has demanded it. Now companies such as Dove, Southwest Arlines and others are doing the same thing.

It's cheap. The NFL ad winner will get a free trip to the Super Bowl. Chicken feed compared to ad agency concept fees.

This idea may be coming your way, whether you like it or not.

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