menu

Walkers Asks Customers to “Do us a Flavour”

Walkers Asks Customers to “Do us a Flavour”
Advertising
Scott Lachut, PSFK Labs
  • 21 january 2009

During the summer of 2008, UK-based Walkers, makers of potato crisps (chips for our American readers), asked their customers to help create the company’s next flavor with their “Do us a Flavour, Pick us a Winner” competition.  And though contests are nothing new, this one is modeled a bit differently. Not only does the winner get bragging rights as the taste’s inventor, but they also receive 50,000 pounds in prize money and 1% of future sales in the new product – an unique opportunity to truly feel apart of the Walker brand.

After receiving “zillions” of entries (according to the website), Walkers has narrowed the field down to six choices that they have made available in stores, leaving the final verdict in the public’s hands with a popular vote taking place online and through mobile devices. A smart move that encourages further engagement with the brand as both consumer and judge. And giving customers the feeling that they have a stake in a brand’s decision making process and ultimately in determining its success, might be the most important part. The Independent explains:

The truth is, getting one million people to engage with your brand at a level that goes much deeper than a single moment at the point of purchase creates a very different sort of customer relationship. In fact, your customers become much more than customers; they become partners. And, at a stroke, Walkers is seen as a company that respects its customers enough to cede some brand control to them, to give them a sort of co-ownership in the product.

It’s a mirage, and we know it. But though Walkers isn’t letting its customers run amok with its brand, it recognises that brands now have to open themselves up for the public to engage with, play with, manipulate and, crucially, have fun with.

The whole process has become democratised. Consumers are already demanding interaction with brands, and they’re not waiting to be invited to participate. If they’re not appropriating brands to make their own YouTube films with, they’re blogging on them, or creating Facebook pages dedicated to their love of them, or criticising them before a potential web audience of millions.

Brands can ignore all of this (bad idea) or join in and encourage it (good idea). And since brands have become public property, Walkers clearly reckons on using the public as its product development team; consumer as brand architect (and therefore brand advocate).

And in case you were wondering, our money is on “Builder’s Breakfast” to walk away with the grand prize in the end.

The Independent: Claire Beale on Advertising: Walkers’ customers turn brand architects

Advertising
Trending

Lyft Gives Free Rides To Those Who Have Had Too Much To Drink

Advertising
Augmented & Virtual Reality Today

Outdoor Camp Presented In 360° VR By X Games Gold Medalist

The video features campers riding BMX trails, zip lining through the woods, and performing big-air jumps

Travel Today

Boeing Wants Passengers To Control Their In-Flight Experience Through Their Phones

The airline manufacturer is embracing automation through a new generation of mobile travel apps

Trending

Get PSFK's Related Report: Future of Automotive

See All
Augmented / Virtual Reality Today

VR Surgery Videos Offer Interactive Medical Education

Dutch startup MDLinking hopes to globalize communication between students and medical care professionals with virtual reality content

Culture Today

Use Twitter To Learn A New Language

tDict is an app that uses the social media platform to help you search for words in local dialects

Mobile Today

This Startup Wants To Digitize The Loose Coins In Your Pocket

CoinOut is a new app that lets you save your extra change from cash transactions as electronic funds

Advertising Today

McDonald’s Is Accepting Trash As Currency In Exchange For Burgers

An initiative in Stockholm is trying to keep streets clean while satisfying hunger

Culture Today

Google Is Using Virtual Paper Airplanes To Bring People Closer Together

The tech giant released an app that lets people throw their good wishes out into the world on the International Day of Peace

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 23, 2016

Productivity Expert: The Magic Of The Five-Hour Workday

Stephan Aarstol, Founder of Tower Paddle Boards, explains why the modern notion of office hours needs to evolve

PSFK Labs september 22, 2016

The Future Of Work: Why Innovation Is Every Employee’s Job

PSFK Labs sits down with management at Johnson & Johnson to learn how the company comes up with their next ‘big idea’

Advertising Today

Get Paid For Traveling In San Francisco After Rush Hour

BART Perks rewards commuters who take early or late trains by giving them extra points to trade for money

Culture Today

Artist Designs Covers For Books That Don’t Exist

Published by the fictional 'Specious Books,' the subversive works facilitate a conversation regarding the artistic integrity of graphic designers

Work Today

Editorial Roundtable: The Arrival Of The People-First Workplace

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX enumerate the reasons why companies need an employee-embracing workforce in order to exist

Food Today

Bringing Food Innovation To America’s Crowded Milk Market

a2 Milk's Blake Waltrip, Chief Executive of the USA region, discusses how the distributor plans on bringing the popular drink for the dairy-sensitive to the States

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Design & Architecture Today

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

Augmented / Virtual Reality Today

NBC Is Planning To Stream The Presidential Debates In Virtual Reality

Partnering with AltspaceVR, the broadcaster offers another way for Americans to engage with the election season

No search results found.