The power of the crowd should never be unestimated.

So we’re in the February ADvantage magazine, with an article and a small release on our Bacardi activation. The article details the current trend of using the online crowd as content creators, and harnessing their talent. To give it a read, either get yourself an ADvantage magazine or check out this PDF. Note: there is an error in the article (third last paragraph), Groupon was offered $6 billion, not $6 million. Typo!

Our Bacardi activation used iPads instead of traditional scratchpads for Bacardi promotions. This not only made the act of participating more entertaining for the user, but also provided Bacardi with valuable insights into their customer base. You can check the ADvantage mention here, but if you want to see more, check out our Vimeo release here.

Taking over the interwebs

In the October 2010 issue of Advantage magazine published an article by TRR’s Matthew Stone.

It’s the lure of the modern age. Any person, band or site can blow up in a matter of days, spreading like a virus across the Internet. It happens all the time. With social communities like Reddit, Digg and Facebook, there is no reason why any quirky song, video or site can’t transform into an overnight Internet-wide phenomenon.