Crowdsourcing for Marketing

In recent years, one of the highest profile crowdsourcing platforms for consumer products was Quirky. Now the site is under new management, and its platform is being revamped and relaunched.

How else are marketers identifying new product ideas and inventions via crowdsourcing?

• Innocentive is a site where companies, nonprofits, and government groups can "challenge" the public to solve specific problems that will lead to new goods or services. At left, the header for Cleveland Clinic's page on Innocentive, below which are listed a number of specific medical "methods" that the organization sought innovative ideas for. Corporations also post needs and problems for Innocentive users (from around the world) to consider and submit suggestions.  
• Some entrepreneurs post on their sites or blogs or social media to attract crowdsourced ideas. Emily Weiss put a post on her digital beauty magazine asking readers about their ideal face wash. She received hundreds of responses and used the input to create and launch Glossier Milky Jelly Cleanser. 
• Sir Richard Branson has hosted the entrepreneurs behind the idea-sourcing site Ideapod, where consumers can post ideas on various topics. A cross between Twitter and YouTube, Ideapod can connect companies and consumers through posts of a limited number of words and videos of a limited number of seconds.

Beyond new products, many marketers are crowdsourcing content, such as the tried-and-true contests that have resulted in memorable Super Bowl ads. For 10 years, Doritos ran its "Crash the Super Bowl" contest and put the winning ads on the air and online. This year's contest was the final one, however, with not only a huge reward but also the chance to work with director Zack Snyder on a future project.