Leo Burnett - Cultural Fuel

Pepsi is teaming up with Instagram to crowdsource new limited-edition can designs for their Brisk brand. By tagging pictures with #briskpic in their Instagram app, users will enter their image into the contest and be featured on BriskPic.com.

The can design winner will be announced at South by Southwest 2011 in Austin, Texas in March.  Frank Gruber over at Tech Cocktail interviewed PepsiCo’s Jamal Henderson in NYC at the Brisk25 Summit (I know, how did we miss that?) for the inside scoop:

I think it’s a good execution - giving users a chance to be a part of the brand is nice, but attaching it to a popular platform that people are already playing on and expressing themselves is what raises the level of participation for me.

Via Tech Cocktail Via Marina Molenda

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I stumbled across an article in the ZEIT. It talks about how humans were able to take the decisive evolutionary step that sets us apart from apes - through sharing and cooperation. They continue to say that about two million years ago, we were forced by climate change to adapt our behaviour to the new situation. And only the ones sharing and cooperating were able to survive and develop additional skills necessary for survival of the whole group. So this became an intrinsic human behaviour.

Now let’s think a second about the digital space for a second. Web 2.0 is all about sharing, connecting. Communities where you can connect, advise each other on topics and share important experiences - make not only the indivdual but the whole group smarter and stronger. Crowdsourcing and open source comunities where people activley contribute their knowledge to the better of the group and development of new technogical tools are perfect exmaples that Web 2.0 is not a buzz word but a digital expression of basic human behaviour.

So I guess what we are doing is not really something new, but it shows again how important it is to enable human behaviour in everything we are doing digitally - to be able to profit from it in the future.

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