When it comes to content sustainability, there’s a lot of marketers under pressure to produce new assets on a regular basis. Content reuse and curation can definitely help to lessen content overwhelm, but there’s also a case for crowdsourced video.
Now, I don’t know about you, but when I think of the best B2C brand sourcing user-generated content, I immediately think of the Doritos Crash the Super Bowl video campaign because the folks over at Frito-Lay know what’s up.
In a combined effort with their ad agency Goodby, Silverstein & Partners, Frito-Lay invites fans to create 30 second Doritos commercials and the winning video is aired during the Super Bowl. It’s every marketer’s dream; both the Super Bowl commercial success and the amount of engagement that the contest generates. What started 8 years ago as a crowdsourced video contest is now the largest video contest in the world with last year’s campaign receiving over 6,100 submissions. It’s impressive, and most importantly, it’s entertaining enough to build brand advocates.
So where am I going with this?
Lessons From the King of Croudsourced Content
Your B2B brand might not have $2,125,000 in prizes to hand out annually, and you likely don’t have access to the Super Bowl, but that doesn’t mean you can’t learn a little something from clever nacho marketers. A B2B crowdsourced campaign can work really well, you just have to think outside the box and put the time into creating a knock-out campaign that works for your business.
First, let’s take a look at this year’s call for entries to see what we can learn:
Hilarious, yes. But there’s some excellent video marketing going on here too. If you want to run a B2B crowdsourced video contest there are some things you need to master to be successful, so here’s some key takeaways from Doritos, the crowd-sourcing video powerhouse:
Doritos generates interest
This call for entries video is compelling. It has special effects, a funny Old-Spice-esque host, it holds your attention, and the whole video makes you think, “have my friends seen this? They should see this! I’m going to share this.”
You’ll also notice that they cover all of the details of the contest, all the while showcasing the type of bizarre humour that typifies winning Doritos commercials. The call for entries video essentially sets the bar for all submissions with its professionalism and humour. Not all entries will have this finesse but, as the brand hosting, you should showcase a level of quality to hint at what you expect in the entries.
Now for a reality check. A B2B brand is nowhere as cool as Doritos; but, just like a nerd who wins the high school presidency, you can rally people for your cause – you just need a great motivator (which leads me to my next point!).
They offer an incentive
You’ll notice I said incentive and not prize. Sure, this year’s Doritos contest can win you a million dollars (which allows the brand to bring in a lot of high quality entires for major video producers), but you don’t need to be playing at this level as a B2B brand to be successful with crowd-sourced video. In fact, when you think about it, the majority of people entering this contest know that they’re up against heavy hitters and still enter anyway. This means that there’s an intrinsic motivator involved here that’s compelling people to spend the time to make a video, submit it, share with their friends, and become brand advocates.
Social currency is a reason a lot of people share your company blog posts, and you can extend this form of intrinsic motivation to get people interested in your B2B brand’s crowdsourced video content.
The brand provides resources
Doritos marketers know that producing a video, especially a Super Bowl-worthy video, can be challenging and – because they want a lot of submissions – the best way to get people on board is to make the process as easy as possible. This year Doritos is encouraging a massive amount of entries by supplying contest hopefuls with all the supplies they need to be on-brand including the video’s soundtrack and supporting logos, etc. By providing an acceptable soundtrack, the brand avoids copyright infringement should a great entry contain a song they don’t have the rights to.
When you run a B2B crowd-sourced video contest, take a page out of Frito-Lay’s book and give your audience everything they need to be successful. Provide some examples and ideas to get started, upload brand resources to a hub where people can grab your logo and royalty free sound bites for their videos. The more creative you get, the better entries you’ll receive.
They’ve created a dedicated viewer experience
Another key part to crowdsourced video content is the location where you display the content. After generating interest, you have to moderate the entries and have a place to publish them for maximum accessibility. What you’ll notice with the Doritos competition, however, is that while the video entires are available on YouTube, Frito-Lay makes the contest all about the brand by directing everyone to a dedicated landing page featuring a fully customized video experience. This maintains the consistency of the Doritos brand with the visuals on the site, and it encourages viewers to watch lots of entries instead of getting distracted with suggested content on YouTube. This dedicated viewer experience also lets Frito-Lay generate more buzz around the initiative, control any unwanted commentary, and keep qualified leads on their website. The brand’s dedicated landing page even features a countdown until the submission deadline, clear rules, FAQs, and some videos to help entrants get started.
This isn’t Frito-Lay’s first rodeo. They’re prepared and, because this year’s contest will be the largest ever, it really does speak to the fact that customers love brand videos.
How to Apply Crowdsourcing in B2B
I can’t close this post without a solid example from a B2B brand who has done a great job with crowdsourced content, including videos, so let’s take a look at General Electric.
Not only have the excelled this year in the content marketing sphere with their Datalandia video, but as part of phase II of the GE ecomagination Challenge, they opened up a contest to businesses, entrepreneurs, innovators and students with breakthrough ideas for home energy use. All entries had to include a detailed proposal describing an original home energy technology and video assets were optional.
With a dedicated viewing experience on their website, GE attracted nearly 800 ideas from the community, and their engagement soared with over 10,000 comments from over 70,000 visitors to the landing page, according to Nicolette Beard of TopRank.
After the contest, GE created 4 videos, one for four of the five winning entries for their website’s video page. It’s clear GE knew their audience would appreciate and consume video about the contest and responded quickly to this demand.
On a whole, crowdsourced video content can separate you from your competition as a video marketing leader, especially with a dedicated section of your website. Collecting ideas from a large pool of participants gives you a great idea of how your target customer perceives your brand, and if you organize the crowdsourcing correctly with the above tips, you can really make a huge impact.