User-Generated Content Moves to the Marketing Arena
The social advantages of the Web have brought companies and customers closer than ever before. Many companies use online communities, contests, and other activities to encourage users to share their opinions about products, services, and brands in general. Some have extended this strategy to product design and even marketing and advertising campaigns. Mountain Dew is the latest company to see the benefits of customer involvement in every step of the product lifecycle.
In today's issue of 1to1 Magazine, Mila D'Antonio writes about Mountain Dew's "Dewmocracy" campaign, in which customers helped to develop, design, and market a new drink. It was a year-and-a-half-long, seven-stage interactive multimedia strategy that involved multiple departments and a loyal customer base to succeed.
The final product, "White Out," was announced in September, and more than 2.9 million people voted. "Because Mountain Dew spent a year engaging fans and people about the new product, word of mouth spread before the drink even hit the shelves," D'Antonio writes. "Mountain Dew's Facebook page increased by 800,000 fans in less than a year, and the company used no paid advertising."
Mountain Dew's example illustrates that involving customers in your business strategy and activities is not just a fun thing to do. It can be a valuable tool that builds loyalty and long-term business strength. And it's an example of how social media shouldn't be considered just a side project anymore.
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