3 Ways to Tap Into the Hottest Marketing Tactic Right Now

Ryan Holmes

CEO at Hootsuite

Southern Biscuits and Gravy is one of the more interesting potato chip flavors to hit American snack aisles recently. Last month, Lay’s announced that the unique new taste was voted into production by millions of fans across the country, as part its annual Do Us a Flavor contest. How does it work? Every year, the chip manufacturer invites customers to share their ideas online for new Lay’s flavors. A winner is then chosen from four finalist flavors by public vote via social media and text, with the person who submitted the top idea awarded a whopping $1 million.
So far, the 3-year-old marketing campaign has proven to be an enormous success for the 83-year-old snack manufacturer.
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Rising trend of “fan-sourced” campaigns, which puts the customer in the limelight.
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Apple’s recent “Shot on iPhone 6” promotion is another great case in point. Instead of going the traditional advertising route, the company combed through social media and Flickr, and found 162 photos taken by real iPhone 6 users. Then they blew them up into impossible-to-miss outdoor billboards.
https://www.linkedin.com/pulse/3-ways-tap-hottest-marketing-tactic-right-now-ryan-holmes
https://hootsuite.com/products/campaigns