Lays introduced the Make the Flavor Battle for the first time in 2010. Consumers could submit their own chip flavor, after which three potential winners were chosen from the entries. These three flavors were temporarily put into production and sold in the supermarket. In this way, consumers could test the flavors and vote for their favorite flavor via the website. The competition proved to be an unprecedented success (675,000 flavor entries) and was repeated in 2012. Where Lays previously determined the flavor selection itself, consumers were now allowed to participate via online battles.
What's in it for them?
What's in it for me? A fair question! Participants have a chance to win €25,000, and they also receive 1% of the turnover of their chip flavor in the first year of sales. That saves you a lot of work hours!
Integrator: Vivera Meat Substitutes
Vivera Meat Substitutes is a typical example of the Integrator co-creation process. In this process, consumers are involved in multiple phases of the development process. Why does Vivera choose such a co-creation process? Vivera noticed that their customers increasingly needed involvement in the development process of their food. All the fuss surrounding the food industry caused suspicion and awareness. This gave them the idea to involve consumers in the entire production process and to let them have a say. To achieve this, they make optimal use of Facebook.
On Facebook, Vivera shows videos of the production process. For example, where the raw material (lupide) of their meat substitutes comes from and what the growth process of Lupide looks like. Consumers are allowed to think about new products and names and they are invited to test products. Smart, because in this way they create trust and involvement which is the basis for a long-term relationship with loyal ambassadors. A nice win-win case!
Vivera meat substitutes
Facilitator: Mykea
A facilitator offers consumers a platform to develop their own products. This may seem complex, but in practice it is easy to apply. Frankwatching and Wikipedia are perhaps the most progressive examples of working together on a (final) product. But how do retailers apply this principle?
Mykea , a webshop from the Netherlands, has come up with a smart strategy for this. Mykea sells covers that you can use to brighten up your Ikea purchases. With this concept, they respond to the need of consumers to personalize russia mobile phone number list Ikea purchases. After all, many consumers buy Ikea products, but this also makes them feel less unique. Because let's face it, almost everyone has an Ikea product in their home. In addition, Mykea responds to the limited budget of consumers and the rapid developments in the fashion market. Because what is a trend today, is no longer a trend tomorrow, so to speak.
But this alone does not show the high level of consumer involvement. No, Mykea goes one step further. Consumers can download a toolkit on the Mykea website with which you can create your own designs. These designs can also be added to the Mykea range if desired. And last but not least , if your design is sold, you share in the profit!
Mykea
Long live the king
You would almost want our brand new king Willem Alexander to become a future blogger for Frankwatching. After all, as a trend watcher he fits in perfectly here. Let's participate! I would love to hear your questions and comments.