Regular readers know that I’m a big fan of any marketing campaign that gives people the chance to squeeze their creative juices in and around a brand. So it should be no surprise to hear that my favorite case study from the iMedia Brand Summit where I spoke this week was the “Create Dunkin’s Next Donut Contest.” The case was presented by Cynthia Ashworth, Dunkin’ Donuts VP of Consumer Engagement (a title the audience loved). It was obviously not the first “make your own product” contest, but the results show that people’s hunger to be creative and make a brand their own can never be satiated.
In my book, I spend several pages writing about how brands can forge meaningful connections with customers by allowing them to be creative, personalize their brand experience, and share with others. I talk about how brands such as Kroger, M&M’s, Jones Soda, LEGO, The Simpsons Movie, and Pringles have all seen strong marketing results from this way of meaningful engagement with customers. The core reason for success again and again is that people are literally putting themselves into the brand when they have a chance to co-create. Instead of just leaving a dull “impression” with traditional, interruptive advertising, customers who co-create a brand build a deep link to the core of what makes them who they are. And they often cannot resist sharing their creations–and a little piece of themselves–with the friends and family in their digital worlds.
Read more on the Marketing With Meaning blog.
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