We chose to focus on Electrolux and their annual competition in the design lab. The premise of the contest is designers and engineers from around the world brainstorm new products for the future of home appliances.
On the Electrolux home page they feature a link to their design lab contest. This is a unique web page that has links to their Facebook, twitter and Pinterest pages. All sites are integrated leading back to the design lab web page.
Their target audience are designers and engineers recently graduated from college who haven’t had a big break on their ideas yet. This individuals are innovative and have a creative view for the future. The conversations tend to concentrate on innovation and the ability to actually create these designs. Due to their engineering background the conversations are filled with jargon. Collaboration occurs on the site when Professional engineers evaluate the projects and provide feedback through out the competition.
The feel is creative and encouraging focusing on innovation.
The challenge in this contest is that it is a rik while some years you have many winning options some years you’ll have crap results. The company handles this by placing a clause on the contest that even if you win you will not automatically be hired or given reimbursement or the product. Another challenge is last year there were over 700 entries. While reviewing a voting contest it’s easy to count and non time consuming. Each individual entry in this contest has to be reviewed and therefore takes a lot of time. To solve this they have professionals from Electrolux checking these contest entries as they are turned in to not get overwhelmed. They also go through four rounds that way the crappy ideas are filtered quickly and they can focus on the strong entries
The content includes blogging for designers, and includes social media to follow the Design Lab competition along the way including Facebook, Twitter and Pinterest. The website features a large feature page with the login and a navigation followed by a brief description of the contest and the stages. The next large section is committed to the Design blog, then the head Electrolux professionals, a section displaying the submissions (with photo submission), and finally a social media section with the Twitter, Facebook and Pinterest.
I believe the company’s site is very successful not only do they have over 1700 submissions out of those they can choose the best design to become their next product. With obtaining over 1700 submissions their site is obviously effective and it links to their Facebook, which has over 1 million likes.
As far as participation and contributions go, it takes over 2 days for comments to be allowed to be publicly submitted, which is a problem.