Penny rewarded the comment section. YPulse has said it before: sometimes the best part of a social media post isn’t the post at all—it’s what happens underneath it. Comment sections have become their own form of entertainment, with users turning reactions into jokes, conversations, and even content of their own. (Remember Isabel Marant at the bins?) But while creators get plenty of recognition for making social entertaining, the people making everyone laugh in the comments rarely get the same credit. Penny, the German supermarket chain, decided to change that with their Comment Coupons campaign. The project rewarded particularly entertaining TikTok comments with shopping vouchers worth up to €50, whether they appeared on Penny’s own posts or elsewhere on TikTok—as long as Penny was tagged. To score comments fairly, Penny used an AI system that considered likes, replies, and how relevant the comment was to the original post. More than 4K comments were rewarded with coupons totaling €45.5K, and the campaign inspired recipients to share their shopping trips and influencers to create content around the campaign. (Little Black Book)
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