Crowd-sourcing

Digital Crowd-sourcing ‘create-your-tea’ contest is supposed to be one of the drivers of the 1st years marketing activities. It will be responsible for initiative communication with clients and creating mass recognition. This type of marketing communication is supposed to use the «crowd» as the source for both marketing promotion and market study. The greatest advantage of this type of marketing communication/promotion is that it is one of the easies ways get people to advertise the product and attract attention of their friends to it. Also this particular crowdsourcing is providing a unique opportunity to study the tastes and perception of consumers. Finally the consumer is the best source for marketing and product insight. Overall it makes this strategic campaign one of the best for entering the market with a new brand proposition.

The key idea of digital crowd-sourcing for Voyage by Wissotzky is to start an on-line competition between consumers. They have to come up with the idea of a tea flavor combination in connection with some city and to explain their idea.

The preoperational stage of the project is to advertise it first to raise attention and create initial information base. Could be done via a number of ways – virus-video, guerrilla marketing in malls and super-market shops. We also suggest to use “Afisha” Picnic (see at Event Marketing section) as a base for involving consumers. After the initial stage is over (around a week or two) the main activity starts.

The first stage of the competition includes people posting their ideas on the website – briefly the flavor combination, the country and one-two sentence explanation. Possible with a slogan. After the beginning of the competition voting starts automatically online and lasts for 2 weeks. The idea is to involve people into getting their friends to vote for them. For that they will post the links for their solutions on their social networks which will help the project gain popularity. Voting will also be conducted by the professional jury, so that good ideas don’t sink just due to the lack of big loyal friend-base. Hence each top 25 competitors that will receive most votes from the public and 25 more chosen by jury (independently from the number of votes).

All together these 50 people pass on to the 2^nd stage, where they have to come up with one tea dessert recepy and describe their tea-country choice in max. 50 words with 1 possible image to be used. The same procedure as during the first stage. 10 people are to be chosen by voting and 5 by the professional jury.

For all those 35 that haven't passed on to the second stage, they will receive a gift of a medium Wissotzky gift-box and a certificate for 800r. for one visit to Schokoladnitza.

The third and final step is to be judged by the jury. 3 main winners are chosen by the professionals, 3 additional by the crowd (top-voted participants). The winners choose the place they are dreaming of and want to travel to (not nececerily the place they’ve described in their offer, not to limit the creativity to the idea of “place people want to win the trip to”).

The grand prix for the winners of the third (final) stage is 6 tickets to any point in the world with a limited budget for staying in the place of a «dream». Participants that haven't won the final stage will also receive good prizes. The will receive grants for Shokoladnica for a dinner for two and also a set of 5 movie-nights certificates.

The after-stage implies the implementation of the winning ideas and introduction of the developed new products to the market.