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: “For Halloween, I’m dressing as Angelica from Hamilton (dress in period clothing and write unsatisfied across my chest).”—Female, 26, MA

Amazon is on track to take over the apparel industry. Their clothing and accessory sales are expected to grow by 30% next year, surpassing Macy’s apparel sales to make them “the biggest apparel seller in the U.S.,” according to a new report from Cowen & Co. The site has ramped up fashion efforts in recent years by launching private label brands, and sponsoring fashion week. Although respondents in a recent shopper survey did not rate Amazon Fashion highly in “site personalization and ease of use," they did mention the convenience and free two-day shipping of Amazon Prime as the biggest draw. (Business Insider)

In just 15 months, Tasty has not only become the driving force behind BuzzFeed video, it has also become one of top three publishing brands on Facebook. According to an analysis by Tubular Labs, in the last three months Tasty’s Facebook videos averaged 22.8 million video views in just the first 30 days, while BuzzFeed’s main Facebook page only averaged 4.7 million in the same timespan. Known for their “overhead shots of hands assembling delicious, bizarre and everything-in-between recipes,” the brand has recently expanded to include celebrity chefs in the mix. (Digiday

Millennials’ desire for convenience is leading the food delivery revolution. According to Mintel, Americans are increasingly choosing to order in than go out, and 45% of U.S. adults have ordered food delivery in the past three months. That percentage increases to 69% among 18-34-year-old males who live in urban areas, with Millennial women not too far behind at 58%. Among all respondents, the top reasons for ordering in were to catch up on TV shows and movies (41%) and eating alone (25%). (St. Louis Post-Dispatch)

Bordeaux is releasing a new video series to make itself seem approachable and less stuffy to young drinkers. Beyond Bordeaux is a 10-episode YouTube series where the founder of a food magazine visits the best BYOB restaurants to drink Bordeaux wine at, from “neighborhood pizza places in New York to taco joints in L.A. to sushi spots in Chicago.” The brand wants to shed its exclusive and expensive image, and show Millennials their wine can be fun, affordable, and accessible. (Adweek)

Disney and the Los Angeles County Museum of Art are pairing fairytales and fine art for a “fresh” Snapchat campaign. In bi-monthly stories that will be featured on both Disney’s and LACMA’s accounts, the duo will visually retell classics like Beauty and the Beast using works of art and hand-drawn overlays. Disney calls the partnership, “a natural way to add a little magic to art and storytelling to reach a new generation of art and Disney fans alike." LACMA has been using Snapchat since 2014 to playfully highlight and spread awareness of their artwork, winning a Webby for their efforts. (Ad Age)   

Quote of the Day: “For me being an adult means being entirely independent. I pay my own bills, make all decisions in my life, and feel very in control.”—Male, 20, NY

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