Rewarding Fans Through Fame

Ben & Jerry'sIn today’s Facebook, Twitter, Instagram, and YouTube obsessed culture, brands don’t just want to interact with consumers on social media, they want to create meaningful relationships with them. One way of doing this, which is quickly becoming the norm, is by leveraging fans to fame. Consumers are rewarded for their interactions and relationships with a brand by being placed on billboards, buses, in TV spots, and even by appearing in campaigns alongside celebrities!

Ben & Jerry’s for example recently took this approach in its “Capture Euphoria” campaign, where fans were challenged to Instagram pictures that embody euphoric moments. The winning pictures will be featured in Ben & Jerry’s ads in each person's hometown in print and on outdoor venues. Not only does this campaign tap into Millennial’s existing habits of using Instagram, but it also rewards them with local fame. Everyday people and their photography are celebrated, and the brand creates a bond with consumers.

Dunkin’ Donuts recently made its fans famous on a much larger scale through its “Top of the WorlDD” photo and video contest. Facebook fans were encouraged to share a photo or video of them wishing their family and friends a happy New Year and the winning ones were placed on a billboard in Times Square during New Year’s Eve. Through this approach, fans formed an emotional connection with the company and were made to feel on top of the world!

Skittles has long been a leader in this area, calling on fans to submit wacky pictures which reflect the Skittles brand or the company’s motto to taste the rainbow. Skittles rewards fans through fame each week with its “Greatest Fan in the World” feature on Facebook, a strategy that Dunkin' Donuts also uses. A fan’s name, crazy photo, and country are posted on the brand’s page,…

 
 
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Millennial News Feed

Quote of the Day: “Quite frankly there are guys clothes I like sometimes but I never could wear. I mean, I'm not a cross dresser! But if they had something in my size and shape, totally. I would buy it.” –Female, 14, OH

Three singles from Ariana Grande’s sophomore album My Everything have already infiltrated the top 10 on iTunes before its release, but she is going beyond online hype for a triple marketing threat. The 21-year-old will appear with Jessie J and Nicki Minaj in a 2-part commercial that tells the story of a night out and its aftermath using clips from their music video collaboration. The commercials, branded with Beats and Target, will air during the MTV VMAs where Grande will also perform live, all one day before the album drops. (WSJ)

SoundCloud is going the way of Spotify by introducing a tiered subscription service that will also bring advertising (read: revenue) to the platform. The first Partner tier offers helpful feedback and basic statistic tools and will be free for the 10 million plus creators heard on SoundCloud each year. This announcement comes months after new streaming services like Beats Music flooded the market, and its latecomer status may prove helpful for Millennial listeners who are already accustomed to in-app ads or paying to opt out. (TechCrunch)

First pizza becomes a one-button business, and now video editing is being democratized for the masses with new app Fly that “makes big-time, Cannes-ready cutting room floor techniques as simple and intuitive as a flick of the finger.” The one-touch, video editing app makes simple edits like cuts and transitions, but also allows users to put videos side-by-side and stitch together different cameras to capture multiple viewpoints of an event. (Netted)

Millennials have been experiencing a disconnect with “luxury,”and Louis Vuitton has been seeing declining sales across Asia despite its prominence and ubiquity with global consumers. To hold onto its market, LVMH is diversifying into entertainment, specifically into K-pop. The company has bought millions of shares in South Korea’s YG Entertainment, one of the major players in K-pop’s explosion and the same enterprise that represents the genre’s hottest stars and fashion icons: Psy and G-Dragon. (Quartz)

Approximately $458 million was spent last year investing in wearable tech, but as product offerings become more diverse across patches, watches, and clothes, they’re losing a focused purpose and the attention of the general Millennial buyer. In a study from textbook service Chegg, out of 1,000 college students, 67% had not even heard of the term “wearables,” and of the 18% who do own a wearable device, the majority had bought inexpensive activity trackers. (PandoDaily)

Quote of the Day: "An athletic hoodie never goes out of style according to me. It's easy, can get dirty, and you'll show a bit of school pride. Besides, no one expects you to look top dollar every day in graduate school.” –Male, 27, MD

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