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Brands will continue to find more creative ways to involve customers in marketing creation, including
leveraging high quality user-generated content.
Increasing Customer Involvement
Much of GoPro’s marketing
features UGC (customers using
the product). It’s a great way to
demonstrate social proof, as well
as show off the product benefits.
Betabrand takes customer
involvement all the way into
product development, allowing
fans to submit potential products,
which are then voted on before
hitting production.
The People Behind the Brand
Lays’ “Do Us A Flavor” contest
allows fans to submit new flavors
for a chance to win one million
dollars. Contests have received
millions of fan submissions and
whole new flavors.
23

Brands will continue to find more creative ways to involve customers in marketing creation, including
leveraging high quality user-generated content.
Increasing Customer Involvement
Much of GoPro’s marketing
features UGC (customers using
the product). It’s a great way to
demonstrate social proof, as well
as show off the product benefits.
Betabrand takes customer
involvement all the way into
product development, allowing
fans to submit potential products,
which are then voted on before
hitting production.
The People Behind the Brand
Lays’ “Do Us A Flavor” contest
allows fans to submit new flavors
for a chance to win one million
dollars. Contests have received
millions of fan submissions and
whole new flavors.
23

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