COMMUNITY MARKETPLACE: Etsy
COMMUNITY MARKETPLACE: Etsy
COMMUNITY MARKETPLACE: Etsy
Since launching in June, 2005, the cheap coach handbags company has experienced incredible growth with hundreds of thousands of sellers globally. A grassroots community has developed amongst its buyers and sellers, and Etsy facilitates these interactions. For example, Alchemy is a space on Etsy where members can post requests for custom handmade items, and sellers submit bids to create them. Etsy also helps bring its online community to real-world teams (organized by location or type of craft) for its sellers to connect and share ideas. Etsy's mission is "to enable people to make a living making things, and to reconnect makers with buyers. Our vision is to build a new economy and present a better choice. Buy, Sell, and Live Handmade."
CAN-DOISM: Coca-Cola
With its Expedition 206 campaign, Coca-Cola is tapping regular people to be their "Happiness Ambassadors" and travel the world throughout 2010, documenting their quests via blog posts, tweets, YouTube videos, TwitPics, and other social media tools. The goal of the campaign is to "find happiness" in 206 different countries that sell Coca-Cola products around the globe. The winning three-person team, selected out of numerous applications, began its journey on January 1, 2010 and is attempting to travel more than 150,000 miles in 365 days. On the way, the team will experience the Winter Olympics in Vancouver, the FIFA World Cup in South Africa, and the World Expo in Shanghai. The team's duty is to engage with locals and uncover what makes them happy, openly document and share their experiences online, and complete tasks in each country as determined by cheap gucci handbags online voters. The campaign connects the ambassadors, and by proxy, the global Coca-Cola customer base, with locals. Through immersion, it will generate empathy and understanding for local cultures. On the web, the campaign will "activate" a dormant network of Coke fans that will follow the ambassadors' travels and connect with each other. By connecting people from different cultures, Coca-Cola offers a way of looking at the world and creates social wealth: better mutual understanding through enhanced intercultural knowledge.
ONLINE ACTIVISM: Pepsi Co.
For the first time in 23 years, Pepsi Co. decided not to run any advertisements during the Super Bowl in 2010. Instead, the nation's second-biggest soft drink maker plowed marketing dollars into its Pepsi Refresh Project, an online community that allows Pepsi fans to list their public service projects, which could range from helping to feed people to teaching children to read. Visitors to the cheap louis vuitton handbags site can vote to determine which projects receive money. The program will pay at least $20 million for projects people create to "refresh" communities. Last year, Pepsi Co. spent $33 million advertising products such as Pepsi, Gatorade, and Cheetos during the Super Bowl, according to TNS Media Intelligence, $15 million of it on Pepsi alone. Ad time last year for the NFL championship game cost about $3 million for 30 seconds, on average. Pepsi Co. spokeswoman Nicole Bradley said Super Bowl ads don't work with the company's future goals: "In 2010, each of our beverage brands has a strategy and marketing platform that will be less about a singular event and more about a movement."
RADICAL CROWDSOURCING: Victors & Spoils (V&S)
Two Crispin Porter + Bogusky alums have launched Victors & Spoils (V&S), "the world's first creative agency built on crowd-sourcing principle." V&S says it will "provide businesses with a better way to solve their marketing, advertising and product-design problems by engaging the world's most talented creatives." V & S is eating its own dog food. The first line you notice on its web site (after the humble "Welcome to Victors & Spoils. Let's Change an Industry") is "Why does this site look so plain, Jane?" and the answer is: because the site design, the look and feel, and even the logo are being crowd-sourced. V&S received thousands of applications for crowdsourced projects in the first week after launch.
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