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Crowdsourcing app BeMyEye partners with world’s largest privately-owned cruise line

London-based crowdsourcing app BeMyEye has announced a new partnership with a major global cruise line that will see it providing marketing and advertising insights through its platform.

Swiss-based MSC Cruises, which is the world’s largest privately-owned cruise line, will make use of the tech firm’s crowdsourcing platform to improve the effectiveness of its marketing and promotional efforts, and to better understand how its brand is being displayed across its estate of travel agent partners.

BeMyEye part of a new selection of crowdsourcing apps that pays users to carry out specific tasks, including location-specific tasks such as checking in-store promotions and prices, allowing companies to carry out price checking, auditing and market insights through the ‘crowd’.

Users, or ‘Eyes’, are sent gamified tasks via the app which helps to collate location-specific data for the app’s participating organisations, which includes Coca-Cola and Samsung.

Commenting on MSC’s success with the app, Luca Antonietti, Chief Executive Officer Italy & Global COO at BeMyEye, commented: “The crowdsourced field intelligence from BeMyEye has enabled MSC Cruises to implement a ‘Perfect Store’ programme, gathering insights on travel agency classifications through to sales information, target setting and periodic checks.

“Crowdsourced data uncovered that 30% of the travel agent partnerships MSC Cruises had in place were ineffective. This problem doesn’t just exist in the travel industry; any brand that has relationships with external partners in the real-world needs to be able to verify and trust that its brand is being maintained correctly.”

There is a lot of excitement in the advertising industry around the potential of crowdsourcing apps, which allows businesses to collate information across wide geographic areas for a fraction of the cost.

Founded in 2011, BeMyEye has established itself as one of the forerunners in this nascent area, and recently completed a £5m Series B funding round last month.

Talking about the benefits of crowdsourcing, Luca added: “Through the crowd, businesses can leverage people’s talent, time and locations to gain unique, real-time local insights that will allow them to measure this, as well as grow sales, spot new market opportunities and significantly reduce costs.

“This is the first time that companies have been able to do this in a cost-effective way.”