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The participatory: a new relationship "win-win

78% of French people are suspicious vis-à-vis brands by IPSOS (Nov 2008) and 54% expect to be picked for intelligent people. "The consumer does not want to just be considered a single purchaser." Although participatory marketing does not start today, initiatives continue to grow and more and more brands are the heart of their strategy.

Definition: According to Wikipedia, "the principle of participatory marketing (or also called collaborative) is to actively involve consumers in the development of the communication product, development of new services or to promoting the news of a brand. "

In co-creating the" Crowdsourcing "

Co-creation in the food

Co-creation with Danone which is a perfect example of collaboration between a company and its consumers to validate the suitability of a new product with the tastes of consumers and ensuring its success in pre-launch. For nearly four years on a special site, the brand of desserts Danette elected by the Internet their favorite perfume. Result, 2 million people have voted in 2008.

The principle: the 2 new flavors are in store over a period to be tasted by consumers. The consumer visits the site Danette, who introduced the "match" the characteristics of each flavor, photos and videos in support. Then he votes for his favorite flavor, and he wishes to continue to exist.

addition, the site proposes to broadcast videos in his friends, put them on his blog, join the Facebook group of his favorite flavor, and win a trip.

Co-creation in transport

To celebrate the 30th anniversary of the RER C line, the SNCF organizes an exhibition and the opportunity to involving users in the interior of the trains.
The concept: just go to the site of the event, or return the leaflet distributed at train stations, and to review the three development proposals train (seats, floor, lighting, ceiling, ...). http://www.participative-spirit.fr/marketing-participatif/2009/10/la-sncf-a-lecoute-de-ses-usagers/

Co-creation in real estate

More recently the launch of the third phase of housing project M9 Developments and Sid Lee McGill Architecture invited potential buyers to participate in the creative process. They will then make comments about the project and thus take part in the design of their future life.

in a very Web 2.0, "crowdsourcing Is the co-operation between a brand and its customers who provide content and advice. The majority are participatory platforms where users create the content.

recently Local Motors, new car brand has used the "crowdsourcing" to develop its models.

The "crowdsourcing" to develop in the media or comic series

This was the case of CAP 24 , local TV francilienne Citizenside with the site that developed a page for allow viewers to contribute content.
But the latest example of the contribution relates to a series where you can become BD writer. The goal? Submit an original script for a gag Game Over (a series on the video game world), the spinoff series Kid Paddle. To have his name in an album Game Over (and reward that goes with it, 400 euros per bed) just to register http://www.gameoverforever.com/ and comply with the editorial .

brands have therefore found in participatory marketing a good way to learn the needs of consumers while providing a product perfectly suited to their needs. A strategy "win-win" which also promotes brand loyalty.