Roversy: Interactive Prototype

Roversy is an idea I had to democratize consumer advertising: allow the public to create marketing slogans and and vote on those slogans. I created a UI protoype with Axure to test the market in order to understand if the idea was worthwhile for me to pursue. I determined the idea was not worth pursing (for me), but you can check out the prototype:

Open Axure Roversy Prototype in New Window

Instructions:
1. To begin, you’ll create a slogan (anything will do), then you’ll be launched into the “vote” site to start voting on slogans.
2. You’ll be asked to vote on 10 slogans, click on words (the Why do you like/hate it) and then click the next button.
3. After voting on 10 slogans, you can “claim your prize.”
4. Upon claiming your prize, you will need to add your demographic info and email address. This is all fake, so you don’t really have to selected anything.
5. Finally, you’ll be launched to the results portion of the site that only the client would get to see.
6. On this page, you could select on top to see the most popular slogans based on demographic partitions of the data [this part doesn’t work at all].

 

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Executive Summary

“What happens in Vegas, Stays in Vegas,” except for the 36 million visitors that flock to Sin City each year spending billions of dollars on a weekend of fun. Las Vegas is the second most recognized US-based brand, but this prestige was preceded by uncertainty. Many believed the now infamous slogan would drive away business. To avoid the risk of leaving Vegas a deserted city, could one have arrived at this slogan with more confidence and increase expected product success?

The Problem

roVersy fuses market research with advertising to modernize the current advertising model. Today, consumers are inundated with new products and companies. But, few companies truly understand their consumers’ behaviors and reactions to their unproven advertising campaigns. Similarly, consumers seldom are able to articulate their own wants resulting in a potential mismatch between consumer needs and product advertising campaigns.

The recent Camry Effect and Frito-Lay “tell-us-your-story” campaigns are examples of companies looking for customer engagement and buy-in to make informed decisions on product design and deployment. The successes of firms like Communispace™ demonstrate that companies are looking for the voice of their customers. roVersy’s innovative role reversal approach to advertising provides this voice and generates insightful buy-in by combining customer needs with business objectives, the resulting advertising campaigns can be rolled out with greater confidence. Simply said, roVersy empowers the advertisees to become the advertisers.

roVersy’s: The Role Reversal Approach to Advertising

roVersy is creating a platform that provides the “people” advertising power they have never before experienced. Creative talent designers have the opportunity to be awarded and recognized. Likewise, our clients will have forums for their current and potential customers to provide insight on their products.

Methodology, Customer Segment and Key Partners

roVersy’s initial client base is composed of Fortune 100 corporations with consumer-facing products. Targeted advertising campaigns for a new product launch will be our initial offering. roVersy’s virtual Design community, made up of individuals from global art institutes and professional freelance designers, will be encouraged and incentivized to create advertising campaigns within established deadlines.

Once the campaign design submission deadline is reached, roVersy’s client-preference optimization software will sort the resulting campaigns to capture those designs which embody the voice of the client and customer base. From there, a targeted voter base will have the opportunity to rank campaigns based on the client’s pre-determined criteria and their own personal connection with the campaign design. After the initial round of targeted voting, roVersy’s general voter population will have the opportunity to rank the campaign designs. However, the general population voter is seeing the campaign designs in context of the feedback the targeted voters already provided. This two-tier voting method allows roVersy to provide targeted feedback to the client, as well as, understand the general populations’ reactions to the targeted audiences’ voting behavior.

The client will have the opportunity to decide next steps; these could include working with roVersy in implementing the winning campaign or using the data to iterate on product design and then performing another contest with a more targeted voter base using the results and information above.

The Market Today: Advertising and Accountability

In 2010, spending on advertising was estimated at $142.5 billion in the United States and $467 billion worldwide. Spending on market research was estimated at $17 billion in the United States and $48 billion worldwide. The vast majority of revenue is captured by the top 10 players of each of those industries and has little room for smaller players. With the emergence of Internet marketing, smaller players are entering niche segments of the market.

roVersy sees a big opportunity to improve the return on investment to businesses in the field of marketing and advertising by utilizing the reversal approach to advertising. roVersy is currently building the back-end platform that will allow it to gather vast amounts of data about consumers in various industries. Instead of stopping at market research and analysis, roVersy will engage with their clients in the full advertising product lifecycle, through design to deployment, and back-up its advertising solutions with tangible consumer results and insights.