Vitamin Water activates consumers for new flavor search
The well-known premium brand Vitamin Water is now using crowdsourcing / social media techniques to identify new flavors. The idea behind this and numerous similar actions to reduce the risk of a failing product innovation. Marketers love to point out the only a small percentage of new products is there to last – most do not survive the test phase.
As it traffic to a corporate website is often only generated by banner ads other forms of buzz, Vitamin Water went straight to where consumers dwell – facebook.
Here Vitamin Water created an implant idea platform in the shape of a facebook application. It allows users to mix given flavors and develop an appropriate design in order to find the next big seller. Fame will not be the only reward here. The winner also receives $5.000 in cash.
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