Crowdsourcing Model 3: Competitive bids on specifically defined task or problem.
In this form of Crowdsourcing a problem is broadcasted to the individual on the internet and aims to get them involved not only in finding a solution to the problem but also, sometimes but not always, to choose the best solution. The motivation intended to encourage participation is rewarding the winner, mostly with cash. However others receive no compensation, whatsoever (Kleemann, Günter and Rieder, 2008).
GrabCAD, mentioned with an example in the first type, falls in this category. Another example would be an online advertising Crowdsourcing company called BOOTB (which stands for ‘Brands Out Of The Box’). Brands that need an advertisement made, weather a part or in full, approach BOOTB, who then broadcasts the brief online which is accessible by everyone online. Members work on the brief and submit a creative/solution. The brand selects the one it likes the most and rewards it (BootB – works). Ideabounty is the competitors of BOOTB which follows the exact same model (Ideabounty website).
A recent successful television advert of Peperami Nibblers was crowdsourced by Ideabounty (Winsor, 2010). The above mentioned companies have clients like
Vodafone, Unilever, Nike, Levi‟s, WWF, Redbull, BMW motors, Chevrolet and Peugeot (BOOTB website, ideabounty website).
What are the crowdsourcers motives to adopt this form of Crowdsourcing: To get a pool of creative inputs and then shop for the best ones.
What do they offer to the crowd to encourage participation? : Financial reward.
From the above examples it can be seen that this model demands more than a single computer click from the crowd, hence the campaign that uses this model are said to be “high involvement‟ campaigns.
Continue on page 4 for Model 4: Permanent open call.