How about letting your consumers get creative? It’s great that some brands have embraced the unique approach of trusting their consumers to come up with creative ideas for advertising and product development.
For a brand to trust the consumers, it must have a clear brand identity and excellent follow-through. Brands must be confident that they have promoted their brand identity in a clear, concise manner, if they are going to entrust this responsibility to the people who utilize the brand the most. This is a great way to engage with consumers because it’s inviting them to participate in one of the most precious and sacred segments of the marketing process: the advertising. They feel important and are motivated to really think about, and understand, the brands identity. Also, Cheap brand exposure can never hurt.
Marketers appreciate participation because they receive user-generated content that they can use for years to come, at a fractioned price. Many campaigns used the perspective of their consumers, and they rocked! Here’s a few:
This popular porn website has started a contest where people can compete to become a Creative Director for the company. Pornhub wants to be able to advertise within mainstream media because they want to grow. So far, they have the same, more or less, diverse following and they want to expand upon that. Their goal is to create ads that aren’t too lewd so they can achieve maximum reach. Take a look at the Pornhub Tumblr page and see what you think of these amateur ads. Despite the content, you can’t deny the creativity. Also, here’s an article on Adweek discussing this interesting contest.
Lay’s annual “Do Us A Flavor” contest is a little different than creating a campaign because the brand is asking it’s consumers to create a unique potato chip flavor. This past April wrapped up the 2014 contest entries. Last year, the three finalists were Chicken & Waffles, Sriracha and Cheesy Garlic Bread. Cheesy Garlic Bread was the winner. Now everyone is dying to know who will win this year!
Frito-Lay definitely loves letting their fans run the show. Who can forget Doritos’ hilarious annual Super Bowl commercials, generated by their devoted supporters? Honestly, it’s what I look forward to every year during the Super Bowl. Since 2006, The winner receives $1 million dollars and the exposure of a lifetime. Check out the 2014 finalists.
As an Advertising student, I was constantly asked to create ideas for brands. It’s an exciting and challenging process that I’m glad some marketers have been embracing. Eventually, I will sporadically post some of my campaign ideas that I pitched in school, and those I just did for fun. So stay tuned!