It’s hard to explain what I do to my mom. She’s a successful business manager and a can-do entrepreneur coach that I admire immensely. But phrases like open innovation and crowdsourcing are about as familiar to her as gravolox.

Thing is, my university education was heavily funded by her. I want her to understand what I do now – so that she feels good about that return on her investment and can have something to say other than “this is my baby” (I’m almost 40 now) when we meet her friends in the grocery store.

Well Royale toilet paper to the rescue! With the launch of the Royale Kitten Casting website, advertised on TV right in my mom’s livingroom, I now can share what I do. Royale’s toilet paper softness is synonymous with the fluffy white kittens at the center of its brand. Royale is now calling to the world to pick which are the most perfectly white and fluffy. It began as a contest between four kittens, already Kung-Fu Kitten has been cut from the running as the show-down intensifies.

The Kitten Casting website is simple. People are presented pictures of the 4 contestant kittens, they watch a 2 minute video on each, then are prompted to vote. One vote is allowed per day (per name and email address) and they let you know which kitten ultimately wins. You also have the choice to join the Royale online community – but that’s not forced on you.

My mom will ask – why would Royale do this? Can’t they pick the right kittens for their tv ads themselves? The answer is partly yes, mostly no. While Royale works in isolation from its audience it might not be making the most crowd-pleasing choice. Perhaps the buying public prefers rambunctuous kittens over the current feminine and coy icon of its… uh bathroom tissue. But more importantly, the crowdsourcing of the best Royale kitten for tv is about getting Royale buyers, or potential buyers to contribute to its brand because they know that once we view those ads, get to know those kittens, and maybe have a direct hand in picking the winner, that when they are in the grocery aisle contemplating if Royale is worth the 75 cents more to purchase – we’re more likely to say yes. They are getting us to participate to make us into customers, or keep us loyal.

Since you are dying to know, here were the standings when I logged off this morning:
Groovin’ Kitten: 26.37%
Sherlock Kitten: 73.63%
Diva Kitten: didn’t make the cut
Kung-Fu Kitten: didn’t make the cut

Mom, I know it might look like just toilet paper today. But you watch – crowdsourcing technology is going to transform not just the stuff we buy, but reinvigorate democracy, and bring us answers to what have so far been unsolvable challenges in health care, the environment, poverty reduction and more. I’m working hard on making you proud!

photo credit: yoinked from the Royale Kitten Casting website