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

Quote of the Day: “A wedding trend I’ve noticed recently is guests not dressing formally to the reception/wedding, more come as you are attitude.”—Female, 24, MI

This week, Mattel introduced an American Boy doll, their first male offering in the company’s 31-year history. New doll Logan Everett is part of a pair of singer-songwriters from Nashville who come with music-inspired accessories. The company reports that customers have been asking for a male doll for some time, and Mattel’s continuing strategy to diversify their offerings helped increase sales by 4% last year. (KidscreenNYTimes

Kids in Australia are spending more time online than watching TV. Research firm Roy Morgan reports that in 2016 six-13-year-olds spent an average of 12 hours a week online compared to 10.5 hours spent in front of the TV, the first time internet surpassed TV since the survey began in 2008. Online time has also almost doubled in the last eight years. The firm says, "The idea that TV is boring no matter what is on is just because TV is so static and it might have ads on it." (ABC

The current state of the White House has ignited Gen Z’s interest in politics—according to AwesomenessTV’s CEO, Brian Robbins. He reports that his own children’s newfound fascination with politics sparked by the recent election has inspired him to bring more political content to AwesomenessTV. Because “[a]n audience that really wasn't that interested is now really interested," the company will move away from “fluffy, horrible” entertainment news into political news, which could be in the form of documentaries, or scripted shows. (Business Insider)

Millennials are reporting higher rates of depression than any other generation, creating challenges at work. To avoid the stigma surrounding mental issues, young employees are increasingly resorting to using personal days to recuperate from anxiety, depression, and other afflictions. According to one expert, “this generation is not necessarily more depressed than workers of past generations, but more equipped to recognize it”—however, they fear judgement from their employers. (MarketWatch)  

Is Snap Inc. really a camera company? They say they are, and in their IPO filing the brand wrote, “In the way that the flashing cursor became the starting point for most products on desktop computers, we believe that the camera screen will be the starting point for most products on smartphones.” WeChat’s ability to read QR codes, Pinterest’s new visual search, and Facebook Messengers’ new visual capabilities all point to expanding capabilities of a camera—and the fact that “users’ experience of the world is increasingly mediated through cameras.” (The New Yorker)  

Quote of the Day: “I have a diamond wedding ring but any stone would be beautiful and appreciated.”—Female, 24, MN

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