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: “There are so many places I would love to go! I’ve never been to Greece. I would like to go with some close friends and just take in the local culture and food and relax.” –Female, 30, IN

According to Ypulse’s May monthly survey, 41% of 13-32-year-olds regularly use Spotify to listen to music. But the app wants to be their one-stop-entertainment shop, and has just added video and podcasts to the platform. Media partners, including Slate, BBC, Conde Nast, and Adult Swim, will offer clips of video content to be streamed by users. The move puts Spotify in the ranks of other social platforms “determined to become everything to everyone.” (TechCrunchWired)

While some social media giants (Facebook, Snapchat, and now Spotify) want to be young consumers' portal for all media, others are becoming more and more focused on single functions. New apps Catchpool and This. (with a period) allow users to post only one thing each day, pushing only “high-quality content” into feeds. The approach gets rid of overwhelming social clutter in favor of those things users are most passionate about. (Fast Company)

Pizza Hut is the latest brand to use selfies in marketing—but they’re taking a slightly different approach. Their new two foot pizzas are too big to be captured in a regular selfie, so the chain has created a selfie stick parody PSA, warning against the “dangers of selfie stick abuse.” Branding in the video is purposefully secondary to the entertainment, but the spot does walk a fine line between winkingly acknowledging customers’ behavior, and making fun of them for it. (Adweek)

We’ve told you that Millennials are embracing wine, and that big beer is struggling to win over the new generation of drinkers. Morgan Stanley Research has found the number of Millennials who say beer is their favorite alcoholic drink actually fell over 5% since 2012. In response, we’ve seen beer brands roll out new products, flavors, and campaigns attempting to provide new exciting beverage options for these potential industry killers. (Business Insider)

American Eagle is hoping their new label will help them to win back teens. The brand, Don’t Ask Why, follows the recently popular trends of “soft dressing, restricted sizing, [and] a California aesthetic.” Those qualities make it very similar to the Brandy Melville brand, which has had a lot of success with young female shoppers. Don’t Ask Why is being used to test and experiment with concepts that could be applied to AE products if successful. (Racked)

What if you could collect all the young consumer insights, data, and news most relevant to you in one easily accessed spot? Oh wait, you can! On Ypulse.com, Bronze, Silver and Gold subscribers can click on the star icons next to any insight article or news feed item to immediately store them in the Library tab, creating a repository of relevant information—curated by you. (Ypulse)

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