An initiative by Dish Network is indicative of how marketers remain enamored of crowdsourcing as a way to generate ideas for advertising campaigns, commercials, logos, packaging and the other trappings of peddling products and services.
The term crowdsourcing refers to open innovation, usually online, that relies on the “wisdom of crowds”— or, at least, their lack of ignorance — to come up with concepts in collaborative fashion. It is an alternative to the traditional model of using an ad agency’s copywriters and art directors.
Dish Network has an agency of record for crowdsourcing, Victors and Spoils, a new shop in Boulder, Colo. Victors and Spoils was asked to manage and curate a crowdsourcing exercise in creating a possible new logo for Dish.
Victors and Spoils is working with a company in Chicago, CrowdSpring, which says it has access to 58,000 designers and writers for its crowdsourcing projects.
The logo competition drew 3,175 entries, says Ross Kimbarovsky, who co-founded of CrowdSpring with Mike Sanson, from 559 participating creative types. There are to be $10,000 in awards in the form of four prizes of $2,500 each.
Ira Bahr, chief marketing officer at Dish in Denver, said he expected to choose the prize winners this week. The winning entries will not necessarily result in a new Dish logo or logos, Mr. Bahr emphasized, adding that to him crowdsourcing projects provide ideas and suggestions rather than mandates.
Crowdsourcing is a valid way to develop marketing concepts, Mr. Bahr said, because “there has to be a massive resource of great creative talent available through the Internet.”
Ad agencies “can get exhausted on particular assignments,” he added, “whereas the crowd doesn’t get exhausted, bored, burned out.”
CrowdSpring also has a competition going to write a script for a 30-second commercial for Dish. Mr. Bahr said it was not something he had commissioned.
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