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: “I accept friend requests on social media from people I don’t know or have mutual friends with to broaden my horizons; meet people I otherwise wouldn't in day-to-day life.”—Male, 23, MN

Vice’s fastest growing division is news, and the media brand has struck gold with younger audiences by filling the “big white space” co-founder Shane Smith says was created by “perception that Gen Y didn’t really care about news which is obviously not true.” Their unconventional approach to news has been incredibly successful with the generation, and their new channel Viceland will continue to cover the stories that young viewers are passionate about. Prioritizing young people’s point of view is a part of how the network is run. Smith explains, “the BBC isn’t going to give a 23-year-old kid straight out of college $10 million to make a TV show–but we are. It’s about taking risks.” (Creative Review

Millennials are at a greater risk to be scammed than the elderly. A new survey released by the Better Business Bureau revealed that almost 90% seniors have been able to spot a scam in time, compared to 66% of Millennials. The BBB cites online scams like the request of usernames and passwords from “official-looking” emails as the most common. Our recent trend The Privacy Issue found that Millennials assume security is part of the deal when using trusted sites for email, social media, and even payments, with 65% of 13-33-year-olds saying they assume the websites they visit are secure. (Airdrie City View)

Mobile wallets have become one of the main channels that Millennials would prefer that brands send them sales and offers on. Along with email, websites, and apps, mobile wallets like Apple Pay, Android Pay, and Samsung Pay have become logical platforms for brands to use to send out marketing messaging to young consumers. Campaigns like loyalty programs, push messaging, and digital coupons can all be held on mobile wallet platforms. Over half of consumers say they have used mobile wallets and 30% say they have used them in the past week. (MediaPost

AT&T Hello Lab and Rooster Teeth are looking for the next big competitive gaming star. The digital series Schooled will be following the digital media company’s co-founder as he puts together a team of 8-12-year-old gamers to take on his experienced staff in a “winner-take-all finale.” Rooster Teeth, best known for “web classic” Red Vs. Blue and the Let’s Play franchise, hopes to be “the next big gaming sensation” with young players, and introduce their brand to a younger audience. (StreamDaily

According to an Adobe survey, over half of Millennials say that email is their preferred option to be contacted by a brand—so what’s the best way to use it? Thinking mobile is a good start. The same study found that 88% of Millennials are using smartphone to check their emails, so marketers need to find the best strategy to “optimize their content and campaigns for mobile devices to effectively convey their messages.” Including social media links to continue the conversation and going image heavy is also crucial. (Huffington Post

Quote of the Day: “Whether I want to draw, paint, read, study, or dance, influences the kind of music I listen to.”—Female, 25, GA

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