Creative Open Source Marketing (COS)
Make your audience happy — put them to work.
I first realized the power of Creative Open Source back in the 90s when I was with CNN.com. My team started an entertainment message board asking users for their top ten "desert island discs." The response was incredible, netting hundreds of original, interesting posts (some complete with annotation and links). It was great user generated content that allowed users to become a part of the world's most popular news site and to learn about music from other users.
Today, individuals have greater access to media production tools and broadband, letting them create inspired imagery, video, and audio to build rich media experiences. This enables Creative Open Source collaborations to move past text and become a lot more interesting. At the same time, the business world has the opportunity to leverage the power of COS for well-directed marketing initiatives.
The concept is simple:
1) Challenge individuals to create something based on certain parameters
2) Gather the creations and share them back with the world
3) Watch audience and loyalty grow
The execution is trickier:
1) Come up with an engaging project
2) Set manageable, inspirational parameters
3) Take advantage of media skills, but don't isolate
4) Give people a payoff for their contributions
5) Present the output in a sensible, moderated manner
6) Facilitate viral traffic generation
7) Lead the audience down a path to achieve business goals
Google for "Creative Open Source" and nothing comes close to what I'm talking about here. The concept goes beyond the banner, beyond the browser, and beyond the screen. It engages and consumes participants in their everyday lives, actively and honestly turning them into foot-soldiers for the project. All the while, the project sponsor builds a huge non-participating audience that is consumed in the community, creativity, and sense of ownership that is the core of the project. Additionally, the project sponsor amasses an archive of valuable, low-cost, repurposable user generated content.
Armchair Media is committed to furthering the concepts of Creative Open Source, and at the same time helping the Internet as a whole realize its read/write potential. In the COS spirit, we'd love to get your creative input on this burgeoning concept. Use the comments link at the bottom of this post to send other examples and wax philosophical.
Some examples:
>Illustration: CNN.com's World Trade Center Proposals
>Video: Converse Gallery
>Grassroots: Yewknee Collaboration Experimentation
>Old School Handicraft: DWR Champagne Chairs
(Thanks to Mason Poe for strategic collaboration)
3 Comments:
We here at Armchair Media are, of course, completely politically agnostic, but the
'Bush in 30 Seconds" with around 1000 submissions and a media blitzkrieg is a brilliant COS concept.
Have a look at this:
http://www.webpronews.com/enterprise/marketing/wpn-16-20041129WhyModernMarketingLovesOpenSource.html
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