Coca-Cola-owned Glaceau Vitaminwater is currently inviting social media users to take part in its crowdsourced campaign, the Vitaminwater water 'Flavour Creator.'
The campaign, which is fronted by British singer Jessie J, asks consumers to help the beverage brand in the creation of a new, limited edition drink flavor that will be sold in certain European countries during the 2012 Olympic Games. Users can log onto Vitaminwater's Facebook page and enter the competition by not only submitting a new drink flavor but also writing a creative and compelling background story to accompany the new flavor. According to the brand's website, smaller prizes will also be awarded to the "wittiest words."
Unfortunatley, the vitaminwater 'Flavour Creator' contest is only open to UK, Belgium, France and Sweden residents.
Drink-Creating Challenges
Make Your Own Drink With VITAMINWATER Enhanced Water 'Flavour Creator'
Trend Themes
1. Crowdsourced Product Development - Brands can leverage social media to allow consumers to be part of the product development process by providing feedback and ideas.
2. User-generated Content Campaigns - Marketers can inspire consumer engagement with a brand by inviting them to create content, such as drink flavors and accompanying stories, that align with the brand's messaging.
3. Limited Edition Products - Creating a sense of urgency and exclusivity by releasing limited edition products during a special event or season can increase customer demand and loyalty.
Industry Implications
1. Beverage - Beverage companies can leverage crowdsourcing to develop new products, promote brand loyalty, and engage with consumers in a unique way.
2. Marketing - Agencies and professionals in the marketing industry can design campaigns that allow consumers to be creative and generate content while also driving brand recognition and awareness.
3. Event - Event planners can create exclusive experiences for attendees by offering limited edition products that are only available during the event, thus increasing the perceived value of the experience.