Kathryn Schlieben | MSN Product Specialist EMEA
Over the summer, Dina posted here on the shift of power to the consumer (“Long Live the King“). One campaign mentioned is the current “Do Us a Flavour” from Walkers crisps. The campaign gives consumers a chance to suggest a new flavour for Walkers crisps and if chosen win £50,000 and 1% of future royalties for the flavour. Walkers recently shared some of their results and amazingly have achieved four times the exceeded target of 250,000 entries with a total of 1.1 million so far! Six of the top flavours will be produced beginning in January 2009 and the winner chosen in May. What is staggering is not only the participation in this campaign (users spending an average of 9 minutes on the site!) but its longevity. This campaign has fantastic staying power because it involves the consumer in so many ways - as a creator, a tester, and a selector. Truly, these are the kind of results any marketer would be hungry for.
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