Five brands using crowdsourcing for product and marketing ideas

Oreo cookieDuring a current dialogue a few colleague’s obsession with Lego I was knowledgeable of the toymaker’s forays into crowdsourcing new product ideas.

This isn’t a very new tactic and I’ve flagged up examples of crowdsourcing prior to now, however it’s a subject that’s value revisiting as extra brands get on board.

So as a way to encourage your personal campaigns or product improvement, listed here are 5 different brands using crowdsourcing...


As talked about within the intro, Lego has a dedicated site for followers and clients to contribute their very own product ideas.

Other customers can then vote for their favorite concept, state how a lot they’d pay for it and clarify why they prefer it a lot.

If greater than 10,000 individuals help the thought then it goes to the official Lego evaluation board who determine whether or not or to not put it into manufacturing.

The creations at present being debated embrace a reproduction of Batman’s Wayne Manor, the boat and shark from Jaws, and a pink squirrel.

It’s an excellent approach for Lego to pilfer ideas from its personal clients and check them among the many wider group.



According to Dell, there have been greater than 20,000 ideas submitted to its IdeaStorm site, attracting greater than 740,000 votes and one hundred,000 feedback.

But extra importantly, greater than 550 of these ideas have been was actuality.

As one would anticipate from a worldwide undertaking, the ideas differ tremendously in high quality. One that was submitted lately merely instructed ‘WhatsApp for the online’, whereas others give very particular info for both creating new tech merchandise or evolving present Dell merchandise.

Another neat function are the ‘Storm Sessions’ which might be described as:

Hyper targeted concept producing periods centered on a selected matter or theme and open for a restricted time.


In 2012 Anheuser-Busch ran a crowdsourcing venture to create a brand new beer.

It diversified barely from the standard shopper-led crowdsourcing tasks because the preliminary recipes have been created throughout a contest involving the brewmasters at Budweiser’s 12 breweries.

However greater than 25,000 shoppers have been concerned within the subsequent style exams to determine the profitable brew, so the knowledge of the gang was concerned sooner or later through the improvement course of.

The ‘Black Crown’ selection got here from the recipe created by the Los Angeles brewery and went on sale in 2013.



Unilever’s Open Innovation portal invitations the general public to submit their ideas for a number of ‘challenges and needs’.

The challenges are all aimed toward enhancing or modifying shopper merchandise, resembling arising with a brand new approach of cleansing up fats or decreasing the quantity of water utilized by a bathe with out harming the consumer expertise.

People can submit their ideas for fixing these specific points, and if it passes the screening standards then they might probably be invited in for additional discussions.

This sort of collaboration is totally different to the earlier examples as shoppers aren’t capable of contribute or vote on each other’s ideas, they merely submit their ideas to Unilever and wait to see in the event that they cross muster.

But even so, it’s an fascinating instance of an enormous company asking the general public to help with its product improvement.


Kraft Food used crowdsourcing to plan the model positioning for new Mini-Oreo cookies.

Despite being a business success the product didn't have its personal id that was distinct from regular Oreo cookies.

To remedy this difficulty, Kraft labored with crowdsourcing platform eYeka to ask its on-line group to design a poster or print advert that they felt outlined what was distinctive to the Mini-Oreo product.


Kraft acquired greater than 500 ideas from forty two nations and was capable of determine 10 potential ideas for its new model positioning. Several of the gang’s creations have been of a excessive sufficient high quality that they might be used instantly for shopper testing.

Their work impressed the brand new positioning and international campaigns for the Oreo model round ‘Bonding Moments’.

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