It’s the Christmas period and we at blur Group are feeling a bit merry. So here’s a fun story showing there’s more to Crowdsourcing than just revolutionising your business. You can revolutionise your underwear drawer too…

Bjorn Borg is a tennis legend. Far from being content with that accolade, Bjorn decided to try and take the world of underwear by storm too. If you didn’t already know, Bjorn has been selling his own range of undies in his native Sweden and beyond. He is second only to Calvin Klein in terms of sales in his homeland. His boxers and briefs are big business. So how do you spread a successful brand to new markets? Well, underwear or not, the smart choice is Crowdsourcing.

Bjorn’s company has come up with a campaign that aims to sign people up as ‘Swedish Exports’ in an effort to, as they put it, “spread the Swedish underwear liberation all over the world together with happiness, inspiration and love”. To become a Swedish Export, the willing participant must purchase a pair of of Björn Borg underwear and then have a picture taken wearing them. The hopefully tasteful skin flick, can feature any aspect of daily life including outdoor activities, sports, playful fun, even the occasional sultry pose. Once the pictures are uploaded and approved, they will be available in a gallery for the public to view and rate. Each month a prize is awarded to the “Export” who receives the highest average rating, with the winner receives their weight in underwear.

The Swedish Export campaign is a novel take on Crowdsourcing, but underwear aside, it shows that harnessing Crowdsourcing and the Internet can give your company a wide reaching and striking campaign. The secret to the success of this and other Crowdsourced campaigns is the way they make the consumer a centre point of the brand. They make the most important person in any business feel like the most important person, and that is what business is all about.

I wonder if there are any Crowdsourcing campaigns out there more off the wall than Bjorn’s? If you have seen one, let us know…