To promote new colorways for their popular Air Max 90 sneaker, Nike just launched an open innovation contest: make a 28-second television ad by remixing various videos supplied on a website. The winner, chosen by Nike and Foot Locker, will be broadcast on MTV.I love these types of contests - they are open to a huge community of participants and have to be extremely cost-effective. Yes, the sponsors are paying some money to administer the program and AKQA probably received a modest fee to design the interface, but it has to be way less money than they would have to pay an ad agency to get the same amount of creativity. They are using collaborative contest service eYeka, which features a slew of other video and graphics contests.
I really loved when Doritos did a similar thing with Crash the Super Bowl, a contest last year where people had a few months to produce ads and post them online. The community then chose a winner which was broadcast during the Super Bowl. Creator of the ad, Joe Herbert, not only saw his ad on the Super Bowl, but was flown to the game and awarded a $1 million prize!
(Thanks @tombed)
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