Innovation: The relentless rise of the digital worker — by Justin Mullins via Steve Knode.com’s newsletter
Innovation is our regular column that highlights emerging technological ideas and where they may lead
When Unilever wanted ideas for a new TV advertising campaign to sell its Peperami snack food, it decided to try something unusual. It dropped its ad agency of 15 years and turned instead to a little known internet site called IdeaBounty.com, an online marketplace trading in creative ideas. Companies or individuals post topics and then sit back and wait for surfers to send in their best shots. After the closing date, the client selects the best idea and pays the winner.
The challenge generated over 1000 replies and in November last year, Unilever paid out $15,000 for the two ideas it liked best. The new Peperami adverts are due to appear on British TV later this year.
Welcome to the world of “cloud labour” where a virtual workforce (emphasis DSC) will undertake any task in the cloudlike world of cyberspace for the best possible price.