Issue – April 14, 2009
Read Online – The consumer as ad maker
ITC Foods wanted to create hype around its snack brand Bingo Mad Angles but more importantly, it wanted to come up with an engagement tool that would help it interact with consumers in a fun way.
With this brief in hand, Contests2win.com, or c2w, an online activation agency, decided to put the ball in the consumers’ court, asking them to design the campaign for Bingo using the angular shape of the chips as the central theme, and win prizes in return.
This concept, where the end-user creates the advertisement, is what the agency terms “crowdsourcing”, or sourcing a brand identity from those actually using the brand.