CO-CREATION: THE NEXT BIG TREND IN EXPERIENTIAL?
When the President of a nation ‘crowd sources’ his cabinet, you know that a trend has not only hit mainstream but is being adopted beyond the realms of product design, campaign ideas and creative marketing. http://www.todayonline.com/world/asia/president-elect-jokowi-crowdsources-his-cabinet
So, what’s the natural evolution from ‘Crowdsourcing’?
Here’s looking at ‘Co-creation’, with the mother trend driving it being the personalization of products and experiences along with audience participation. The difference between ‘Crowd sourcing’ and ‘Co-creation’ boils down as - “Co-creation is the difference between people creating a great idea for you and people working with you to make a good idea great.” http://www.theguardian.com/best-awards/co-creation-is-the-new-crowdsourcing
Co-creation gives the audience a say in the design of the product, service or experience. It is no longer about a top-down message, but increasingly about collaboration and engagement, with a bottom-up approach. We are seeing it being deployed for product development, as in this product line by Tanishq (http://www.myexpression.tanishq.co.in), in campaigns like the Asian Paints Speechless Mime Campaign (http://lighthouseinsights.in/asian-paints-mime-video-speechless-twitter-campaign.html/), promotions (https://www.youtube.com/watch?v=CdvKcWTokoI) and much more!
So, what does this mean for the Event Planner? Where audience engagement is THE metric for measuring the event’s success. Voila! Co-Creation is by far the most intense form of audience engagement there could be, where the audience gets a say in the creative process of event experience design. With social media and mobile technology driving this trend, event planners can explore multiple routes to leverage co-creation in events.
Globally, there are multiple start-ups and innovators developing technologies that can help with real-time audience engagement, mood –assessment and increasing the interaction – all steps that drive co-creation. Eg: CatchBox, Crowd Mic’s , Twitter Walls and more
Juraj Holub, Content and Social Media Marketer, Sli.do (@slidoapp) has this to say “The dynamic of events will keep on changing; from passive reception to active engagement. Attendees will become participants, as event organizers will continue providing audiences with event tech tools for active participation. As a result, the participants will be co-creating their own event experience.”