Revels are currently running a Big Brother style eviction campaign of their very own to banish a flavour from their line up. And the thing is that we get to choose which one’s gone. Sounds good, but the cynic in me wonders if they’ll really banish the flavour we all vote out and thoughts wander to ask what if the loser’s the easiest or cheapest to make – will they really drop it?
I’m good to go with it though and like a good citizen make my way over to the site. Besides the infuriating auto tabbing on the age verification form the site’s a neat execution.
I get to vote out my most hated flavour (can’t tell you which one though) and I feel empowered. Then the dream collapses, the words ‘limited edition’ feature in the exit clip and I’m left feeling a little bit cheated. Revels – you made me feel like I was part of something quite interesting and that you’d embraced personalised products. But then you shatter my dreams and I feel like if just taken part in a market research exercise with a really poor reward.
Be bold, listen to your customers and let them drive the product. Don ‘t fool them into feeling special then spoil their afternoon.
http://www.revelseviction.com
We’ve recently launched a new site for our good friends Renault.
The site, which supports the launch of the new Kangoo Van, is in it’s first phase with more to come very soon.
http://www.newkangoovan.co.uk
According to new research from Jupiter Research, half of all branded social networking pages in Europe have less than 1,000 friends.
I came across this on another blog under the title. “Brands Not Winning Friends On Social Nets: Report”
The report goes on to say “Many advertisers build branded social networking pages that broadcast content rather than inviting users to interact.”
And they wonder why they’re short of social buddies!
This points to a pretty fundamental misunderstanding by brands as to what’s motivating users online. As brands adapt to a new customer and communication landscape there are some lessons to be learnt along the way and this is one of the big ones.
It’s by no way a new idea in branding but still brands are getting it wrong.
Give your customers a reward, excite them, get them to enjoy spending time with you and they will. Customers don’t flock to the loudest shouter anymore, they move towards the one who’s giving the most. So don’t expect a heap of ‘friends’ if your just trailing your new TV ad on Facebook. That’s hardly even 1.1 let alone 2.0.
Uwe, a good friend of mine’s been answering this particular question. I’d reccommend you take a look at his ideas because if you don’t someone else will.
