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Under the Microscope: Zooppa's crowdsourcing campaign

What: Richard Hine's debut novel Russell Wiley Is Out To Lunch. It is a corporate satire, set in the New York media industry, that looks at the challenges of print media making the transition to the digital age. It was published by Amazon's new AmazonEncore imprint in October.

Who: Zooppa was tapped to promote Hine's novel and decided to launch a crowdsourcing campaign - the first, it said, of its kind in the publishing industry.

The Contest: It offered $15,000 in prizes courtesy of AmazonEncore. It received 174 entries in total, with 39 video, 85 print, and 50 banner advertisements. From these submissions, there were 20 entries that were selected as winners.

The Judges: The judges include Hine, Carla Hendra, chairman, Global Strategy & Innovation Practice of Ogilvy & Mather Worldwide, Michael Conrad, former President and Chief Creative Officer of Leo Burnett International, and Jeff Hayzlett, former CMO of Kodak, among others.

Why It Resonates: See above $15,000 in prizes. One reason crowdsourcing campaigns sometimes fail is that if participants have a really good idea they may opt to develop it for themselves.

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