Heineken is celebrating its 140th anniversary next year, and to do so, it has launched the Heineken Limited Edition Design Challenge, a crowdsourced design contest that seeks a bottle design that "symbolises how people around the world will connect in the next 140 years."
But instead of the usual design contest where individuals are judged on their own singular creations, the Heineken Limited Edition Design Challenge encourages creative people to form design teams through Facebook. Entrants must first upload their design (created using Heineken's template and other assets) on its Facebook page, and then select another submitted design concept to pair with. The virtual duo then forms a creative partnership and their designs are submitted together, describes Popsop.
The winning pair will get their designs made into an Limited Edition pack, with their names on the bottles. This exclusive pack will be available across the globe in December 2012.
Crowdsourcing Design Duos
Heineken Limited Edition Design Challenge Chooses Paired Concepts
Trend Themes
1. Crowdsourced Design - Opportunity for companies to engage with their customers and tap into the creative talent of the crowd to develop innovative designs.
2. Virtual Creative Partnerships - Using online platforms to facilitate the formation of design teams and collaboration between creative individuals.
3. Limited Edition Packaging - Creating exclusive and collectible packaging designs that generate excitement and brand loyalty.
Industry Implications
1. Beverage - Beverage companies can leverage crowdsourcing and virtual partnerships to create unique, limited edition packaging designs that resonate with consumers.
2. Design - Design agencies and freelancers can participate in crowdsourced design contests and form virtual partnerships to showcase their creativity and win opportunities to have their designs produced.
3. Marketing - Marketing departments can utilize crowdsourcing and limited edition packaging concepts to engage consumers, generate buzz, and build brand awareness.