When Crowdsourcing Is Co-Creation

According to Ad Age, Kraft Foods has scored a hit for its Lacta chocolate bar in Greece by crowdsourcing a 27-minute branded-entertainment film, involving the audience in everything from writing the story to casting the film and styling the actors.

Lacta “Love in Action” – η ταινία from LactaFilms on Vimeo.

The plan was to run the film online, but the making of the movie created such a buzz in Greece that the country’s leading TV station, MEGA Channel, offered to screen it free of charge on Feb. 14 as part of its Valentine’s Day programming.
“Love in Action,” includes only three shots of Lacta, which has seen an uptick in sales since the start of this content marketing campaign.
Crowdsourcing is a hot topic these days, but before too much credit is given to “the crowd,” let’s pause to consider what’s really going on. Co-creation is what’s really going on.
When a brand works with consumers to make something together–as they did here–everyone can benefit. That’s different from just consumers, or just the brand, making content and/or commercials, although that works too (sometimes).



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.