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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The Newsfeed

“My generation feels entitled and is less willing to put in hard work to get the results they want.”—Female, 17, VA

CoverGirl is getting a marketing makeover to impress Millennials. The brand is changing up their slogan for the first time since 1997, with “Easy, Breezy, Beautiful Covergirl” getting traded for “I Am What I Make Up.” To go along with the new tagline, an inclusive lineup of new CoverGirls will debut the revamped brand—from 69-year-old Maye Musk to pro motorcycle rider Shelina Moreda. Finally, products will be taking on the Less is More trend with “sleeker, more minimal black and white packaging” and a logo to match—a familiar branding makeover move. (Racked)

Riverdale’s recent premiere pulled impressive ratings, especially among young adults—and the show may have Netflix to thank for it. The Archie-remake grew in popularity by 67% from last winter’s premiere and 140% with women under 35. But it gained the most ground with teens, jumping an impressive 467% from last winter’s premiere, making it the most popular show from The CW among teens since The Vampire Diaries in 2012. The show’s presence on Netflix during the off-season may have helped attract young viewers, allowing them to binge the series and get addicted on their time—The Binge Effect at work. (Vulture)

Essential oils are the latest wellness trend to gain traction, appealing to Millennials’ desire to ease anxiety. The most stressed generation to date is turning to little vials of “something between a perfume and a potion” to calm their minds and remedy simple sicknesses. Companies aren’t missing the opportunity to capitalize on the growing demand. Two major brands, Young Living and doTerra, “have more than three million customers apiece, and a billion dollars in annual sales.” (The New Yorker)

The majority of teachers say that life skills are more important to success today than academics. According to research out of the U.K., more than half of teachers believe so-called “’soft’ skills,” including perseverance, the ability to problem-solve, and communicate effectively are more important than “academic knowledge and technical skills.” Unfortunately, institutions often focus on test scores instead of “social and emotional learning, or character.” The good news is groups are pushing for change and “teaching ‘character’ is taking hold everywhere.” (Quartz)

Throw that “Me, Me, Me Generation” stereotype out the window, because Millennials are probably not any more narcissistic than previous generations. (Sorry, Time Magazine.) A report published in Psychological Science compared students from a ‘90s study with students in the 2000s and 2010s and found that today’s youth are “at best” equally as self-involved as young people of the past, and may actually be less narcissistic. The professor who led the study reports, “The kids are all right. There never was a narcissism epidemic, despite what has been claimed.” (Uproxx)

“My love of video games and knowledge of technology and streaming naturally eased me into the world of esports.”—Female, 23, FL

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