**key things for presentation note taking**What were the two campaigns? (And the product)What were the key differences in strategy?What were the key differences in execution?What is the key reason why they were different?The current situationProducer led paradigm to consumer led paradigmManufacturing and designMarketingStyles of advertising*all of these things have changed with consumer ledWith digital media, more changesIn advertising workIf users now have access to digital, they can do the workIn agency structureIf consumers can do the work, maybe you don’t need as many creative team members, etc.60. Innovators shaping our creative futurebookClaims we are “entering an age of mass creative collaboration”Not simply innovative content, innovative models for creative collaborationFan communities and user productionCommunities & identification (relationship)Two ways to understand this:Identification as the act of making an identityPersonal identity (“who I am”)Group identity (“I identify with them”)Similar and part of this group, identities work at a personal level and group level, so this makes them compelling and powerfulExample: Facebook groupsFan community example“Lets break a Guinness World Record”“I love the 90s”“I don’t care how comfortable crocs are, you look like a dumbass”*these are facets of people’s identities, not only how I feel about myself and label myself but the groups I feel joined withEarly forms Fan communities are not a recent phenomenaIdentities/communities seem to be naturalDidn’t seem to be things we made, but just existFamilyClanNationalityRace, ethnicity*all seem to be forces of nature, nothing you could make a choice aboutModern formsFrom natural to a choiceReligious convertsIdentification with a different religionPartisansIdentification with political party or programChoice people make, not preordainedModern: fansFansShort version of fanaticFans emerged in late 19th century where there was an emerging middle class, more leisure money and time, consumer culture, and mass mediaSports fansBig thing was sports communities forming around sports events, especially baseballModern: media fansNot only live performers but also moviesMotion starsModern: sponsoredRadio: “Tom Mix Ralston Straight Shooters”Show sponsored by Ralston- PurinaWrite in for special comic booksToys and noveltiesTV: “Mickey Mouse Club”Modern: Popular cultureMovies, TV, musicEnthusiastic about thisFan communities and advertisingStrength of commitment fans have to the things they like, whether its movies, sports teams, etc.What fans wont do for those communities they identify withAdvertisers finally realized (with emergence of internet, etc.), lets get fans to make their own ads, they are so into their community and if its built around a product, lets have them do itAgencies insight: have them create their own adsAgency does strategic research, market gives them feedback, then agency does creative development and market gives feedback, then pretest executions and market gives feedback, then release campaign and market feedbackNOW this user generated model:Give user community a creative brief, and market sends back finished adsAds are made by the very people who are targets of the ad, so the relevance is spot on, and save moneyCrowdsourced advertisingVictor and Spoils“power to the bran,d power to the people”competitive participationclient is judge, picks which one they likepaid for results as well as for “reputational score” of communityGiant Hydra“mass collaboration unit”they get users to work with each other instead of compete to winmanagement team that coordinates stuffanyone who wants to can add in, crowdsourced creative collaborate to develop ideasclient oversees the process then chooses the best*more of a research thing then way to get finished adsZooppa“people powered brand energy”users work independently, sign up for whichever ad you want to work on, upload your creative brief ideacompete for awards, which you get from the staff and client and from communityMOFILMCompetition, users are pitted against each other to who can make the best adSign up for particular campaign, in this case an actual film“helping aspiring filmmakers create videos for big brands and social causes”competitionclient judgesworth it?Is this crowdsource way of creating ads worth it?Relevance vs. creativityMust grapple with trade off to answer thisAre the campaigns more relevant than the ones professionally done? More creative than ones professionally done?Relevance assuredPeople making ads are in target market so this is pretty well assured in achieving relevanceCreative solutions?Doritos, “crash the super bowl” contestDoritos does competition for who can create the best ad, and if that ad is the top rated ads during super bowl, one million dollarsSo are they really creative?Much more limited resources, timeAll the same in the sense of relying on mimesis, relies on a story, they are all cute little storiesPredictable directionCreatively, drives them into a predictable direction*Mimesis and storysingle adsusers aren’t trying to develop a series with strong creative idea that can expand, just creating one commercial, job is much more limited as well as resources limited, so result is very similar and limitedChallenging the agencyRight now we see idea of crowdsourced advertising, this means to harness the work of fan communitiesPeople are so committed to their brands that they will make ads for it, agencies harnessing thisReason why is the greater demand for cost effectivenessEnabled by public digital networkInternet made it possible for users to do thisMarks a new means of engagement, not of advertisingNew form of how markets can become engaged in the advertising, but not a new form of advertising, much the opposite of crateive, largely the same stuffNew form of engagement, not new form of adsADPR 3100 1st Edition Lecture 24Outline of Last Lecture Ethics Outline of Current Lecture Challenging the agency The new agency? Fan communities and identity User communities and advertising Relevance vs. creativity Current Lecture **key things for presentation note taking**- What were the two campaigns? (And the product)- What were the key differences in strategy? - What were the key differences in execution? - What is the key reason why they were different? The current situation- Producer led paradigm to consumer led paradigm o