How Do You Harness Consumer Participation?

How Do You Harness Consumer Participation?

I think this is a tough question to answer, especially in the light that Jenkins characterizes some of the case studies he reviews.  Most of them – he says – embrace this convergence of consumer participation only to provide a synergy with their current business model.  Saying “Extension, synergy, and franchising are pushing media industries to embrace convergence, (Jenkins, 2006, Loc. 402). So I would have to say that I think it’s possible for companies who do not partake in participatory consumerism to be able to compete like others. 

Jenkins points out that the most successful campaigns that involve consumer participation have small “knowledge communities,” made out of mutual interests and that still generates in a cycle that starts with the media producer, (Jenkins, 2006). I extrapolate from this that there are companies and campaigns that will profit from participatory consumerism, but others may not, and may not be able to compete just fine.  

           

But that being said, large companies are in fact moving towards user-generated content and participation to expand their brands.   For example, the Doritos “Crash the Super Bowl,” campaign which utilized user-generated content to create a free ad platform that has now become a big part of their overall marketing strategy.  The campaign consisted of a contest that invited people to create and upload their own Doritos ads. The winners would have their ad run during the Superbowl and win cash. This kind of campaign shows that very large companies can and will embrace participatory communication to leverage their brand and create a platform to make money, as a marketer, that where I am always looking. Frito-Lay executives have said this campaign was successful at creating a free marketplace for ads and has been one of their most success recent marketing campaigns, (Burstein, D. 2012).  

            I think it comes down to knowing who your audience is.  I think a smart media psychologist would take into consideration whether or not this type of marketing is suitable for your company or campaign.  

References:

Jenkins, H. (2006). Convergence Culture. New York, NY: New York University Press.

Burstein, D. (2012, February 3). 5 Lessons In Participatory Marketing From Doritos' "Crash The Super Bowl" And CMO Ann Mukherjee | Co.Create | creativity + culture + commerce.