Fans Eat Up Crowdsourcing Campaigns
There are plenty of examples of how companies are using crowdsourcing to strengthen brands and engage consumers. Mashable, a social and digital media, technology and web culture news site, has posted an interesting article on how three major food and beverage brands have creatively used the technique to strengthen their brands. Here are some highlights:
Ice cream maker Ben & Jerry’s already has several fan-developed flavors that are best sellers, and last year ran a successful campaign utilizing crowdsourcing not only to engage the consumer but to raise awareness for CSR initiatives. The winner of 2010’s “Do the World a Flavor” competition not only saw their idea produced, but won a trip to the Dominican Republic to visit a sustainable cocoa farm.
The brand has a goal of transitioning to using all fair trade ingredients, globally, by 2013. According to a Ben & Jerry’s PR representative, the campaign was a tremendous global opportunity to communicate this goal to fans as well as to tap into their passion, creativity and interpretation of “Peace, Love and Ice Cream.
Dunkin Donuts also has utilized consumer insight to develop products in the past but has put a twist on last year’s campaign promoting their Coolatta drinks. By asking fans to collaborate on a playlist of songs to accompany their favorite Coolatta flavors, the brand netted 300,000 new Facebook fans. Additionally, more than 40,000 Pandora users added “The ultimate Coolatta summer music mix!” to their list of stations and spent nearly 14,000 hours listening to the station.
Glaceau brand vitaminwater gave its fans the vote with a “flavor creator lab” on its Facebook page, generating 40,000 user-generated label designs using the tool. Participants spent an average of approximately seven minutes engaging with the application. A marketing executive described the campaign as a “three month, three step program that allowed us to have a two way conversation with our consumers.”
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Posted by Autoxten on July 1, 2011
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