In a move that shouts "we completely understand how social media works," Vitamin Water is turning to its fans to help develop an upcoming flavor.Fan participation of course is not new, but this time it goes way beyond what's been done before, while throwing in a little attitude, humor, and celebrity that makes it truly refreshing.
Here's the 10,000 foot view: Through a combination of social media mechanisms and user input, a new flavor will be born. You name it. You design it. You write the copy for it. Then, you and everyone else on the planet drinks it and your mom gets to send cases of it to her friends asking what drink their kids designed.
The winner will be chosen by none other than 50 Cent and Carrie Underwood, which is an added bonus for all you gangster-country-rap fans.
Looks like a lot of the action doesn't start until 9/14 on the site, but check it out anyway: http://apps.facebook.com/flavorcreator/
MediaCurves.com just conducted a study on 305 viewers of Vitamin Water’s new campaign on Facebook. Results showed that the majority (95%) indicated that reaching out to its fans through Facebook will help brand image. The study also found that among the respondents who claimed to be users of the social networking site, Facebook, more than half (54%) reported that they would consider becoming a fan of Vitamin Water’s Facebook Fan Page, and participate in its new Flavor Creator promotion. More in-depth results can be seen at:
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Thanks,
Ben
Thanks, Ben. Very interesting.
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