The Natural Environment Research Council asked members of the public to suggest names for its new vessel, which will debut in 2019. It received a flood of suggestions--7,000 names--and the one that received the most votes was, yes, Boaty McBoatface.
Boaty was suggested by James Hand, once a BBC radio presenter. Whether the NERC will actually select Boaty as the name is in doubt, despite the 124,000 votes it received.
Crowdsourcing is often cited as a great way to increase customer engagement with a brand, product or company. And it has been used successfully by Walkers, for instance, during the popular 'Do us a flavour' promotions to choose the next new snack flavour. LEGO also likes crowdsourcing.
Will the NERC agree with the public vote and name its new vessel Boaty McBoatface? Maybe yes, maybe no. Either way, the new vessel will be in the public eye when it debuts.
My idea is to license Boaty McBoatface to a toy manufacturer. If Thomas the Tank Engine can be a big success, so can Boaty McBoatface the polar vessel. Wouldn't Boaty be a brilliant brand?
Boaty McBoatface is sailing into marketing history, in the 'crowdsource' chapter.
