In today’s world, consumers want to be included in the marketing process. Consumers want their favorite companies to create products that they want and maybe even suggest different products that they would create. This is very clearly shown in Lays’s Do Us a Flavor marketing campaign. Consumers were asked to create different flavors for a new potato chip product and winners were chosen from the people that suggested flavors that earned a prize for their creation as well as their product being put into stores. What companies have learned from this successful campaign is that consumers want to be included in the creation process of new product designs as well as being featured in things such as advertisements and commercials.
Another interesting example of user-generated marketing is the T-Mobile Breakup Letter campaign. T-Mobile decided that they would pay the cancellation costs of breaking away from other cell phone services and created a FaceBook app that would allow consumers to write a Breakup Letter to their previous cell phone service companies and share this on social media. T-Mobile then used the responses of this marketing campaign to create their own ads.
And yet another successful example of user-generated marketing came from Target in their Acceptance Letter campaign that was a compilation of many people opening up their acceptance letters until it came to one person who wasn’t accepted. Target employed the person who got denied to opportunity to go to college in order to try and give him a future and try and give him a better opportunity to go to college later in his life. Along with this campaign Target pledged to donate $1 billion to schools by the end of 2015. This connection to their consumer’s emotions created business for Target and made people, of all ages and races, want to buy at Target.
Today, companies are moving towards humanitarian efforts in order to appeal to the younger audiences as well as older people who want to help efforts such as the environment, education, etc. Things such as social media allow companies to share their humanitarian efforts with even more people and create opportunities for greater success with certain campaigns while also being dangerous if such campaigns fail to work.