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8 Examples How To Build Brands Through Audience Participation

SW_DarthWhere it was once taboo to allow normal folks to play with and publish content based on a brand’s product, the opposite now stands when looking at a key factor of Audience Development. It wasn’t too long ago that brands might have shuddered if their IP was manipulated in a way like Wacky Packages did,  but most of those survived – and it was only a precursor to what audiences have the capability to do now with creative tools and the low cost of distribution and sharing. Those tools and abilities further strengthen the abilities for brands to build audience through allowing full participation.

So, in the spirit of Wacky Packs, the truth of the title above was fudged a little bit. Included are not 8 separate examples, but 8 different iterations of one example where a brand is allowing the audience to participate. That brand is STAR WARS – which is now managed by Disney – and these examples are how the characters were inserted by a fan (or fans) into the Tinder social platform.  A compelling dilemma about the brand is that they didn’t foster or celebrate that audience participation for years. Instead, choosing to control everything and any fan-generated content was done on the outskirts, completely pulled off with a rebel intent like the heroes of the series. When Disney took over, that spirit of community celebration and the welcoming of un-“official” creatives really started to take it’s rightful place.

All that is needed is the positive space in which to allow the audience to play – if the audience shares the same passion for the brand as the brand obviously does, they will make it happen. In addition, with proper Audience Development, they will self-regulate due to their affinity for the brand and bring the brand to heights that might have previously been unimaginable. The proof of just such a thing can be seen above and below with the classic STAR WARS characters trying to find a little love on Tinder…

SW_Chewie

SW_Lando SW_Droids SW_Leia SW_Han SW_Luke

By | 2016-10-29T12:33:22+00:00 August 19th, 2015|Brand Experience, Core, Social Media, Strategy|0 Comments

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