British Petroleum (BP): Using the wisdom of the crowds
This case study has not been compiled by E20Cases, but is instead provided by our partner Headshift Ltd.
Executive Summary
The global energy company BP run an internal awards program – the Beacon Awards – to recognise and reward innovative marketing initiatives. They wanted to enable all their marketing employees from across the world to participate easily in the process of submitting innovative ideas and help identify potential winners. To this end, we built an online platform to facilitate the awards process and provide an informal knowledge sharing application to which up to 6,000 non-technical users could contribute, and this gradually became an important element of BP’s marketing intranet all year round.
Basic data
Tools: Wiki
Technology: Confluence, custom Java code, virtualised hosting infrastructure
Number of users: N/A
Industry: Corporate
Keywords: wiki, Intranet, marketing, innovation, community, competition, idea-generation
Timeframe: 2006 – present
[...] wrote up a case study about BP’s Beacon Awards. The internal awards recognize innovative marketing initiatives, and BP created a site for [...]
[...] wrote up a case study about BP’s Beacon Awards. The internal awards recognize innovative marketing initiatives, and BP created a site for [...]
[...] wrote up a case study about BP’s Beacon Awards. The internal awards recognize innovative marketing initiatives, and BP created a site for [...]
[...] wrote up a case study about BP’s Beacon Awards. The internal awards recognize innovative marketing initiatives, and BP created a site for [...]