Brands are using crowdsourcing to let consumers pick flavor and design
Implications - Brands using crowdsourcing to have fans pick a flavor or design for a product easily raise brand engagement with consumers. Utilizing social media to promote crowdsourcing, campaigns increase brand awareness since the brand and participants alike will be sharing the campaign on their various social networks. This signifies a new approach to loyalty in an era where consumers prefer authenticity to advertising; inviting consumers into the creation process enhances their emotional investment in the brand.
Workshop Question - How much influence does your brand's consumer base have on your offering? If you were to make it a priority, how would you increase that engagement?