Media & Co-creation
Looking into the media, we find a number of articles claiming that companies are applying co-creation; yet, looking closer would reveal that those initiatives are something slightly different.
Coca-cola is said to be using co-creation a lot, but as David Moth (2012) on e-consultancy writes: “When Coca-Cola’s ad agencies ran out of ideas for a marketing brief, the company decided to turn to an online community to crowdsource some ideas”. So, what Coca-cola did, was an open call for ideas, asking the community to share individual ideas from where the company can dig for future inspiration. Coca-cola had over 3.600 submissions.