Crowdsourcing the Super Bowl ad, why not?

Alec Lynch of The Next Web gave a summary of the 12 big brands & celebrities that crowdsourced in 2012. Crowdsourcing is a relatively new marketing phenomenon where companies invite people to submit their ideas from logos to commercials. This practice archives two goals at once: fan engagement and cheaper advertising product.  Costs of crowdsoursing are relatively low compared to making an ad with a major creative agency. Therefore, small and medium size firms use this strategy the most. But not only, read on.

Several Super Bowl ads were crowdsourced in the past including Doritos 2012 Super Bowl Ad (“Man’s Best Friend”). 2012 was the second year in a row that the winner of Doritos’ Crash the Super Bowl contest involved a canine, with Jonathan Friedman (and his Great Dane dog) pocketing a $1M in prize money and having their ad played during the Super Bowl broadcast.

Sara Kowal of Business Insider writes that sports are now a two, even three screen experience including social, mobile and TV. Kowal reviews some of the best strategies to engage fans in her article 3 Ways Brands Can Turn This Year’s Super Bowl Ads into a Three-Screen Experience. With many ways to engage fans, crowdsourcing is one of the strategies which stands out and proved to be successful over the last several years.