Brand fans are a very valuable asset. Danone thinks so too.
To leverage this idea, Danone recently activated its brand fans around the Danio brand in a national challenge with a simple, yet creative mission: make a combination of your favorite tastes and create your very own Danio Special.
The contest was a true success. As a result Danone not only genetared tons of ideas to fuel their innovation funnel, above all they made consumers happy!
Last week the 27-year old Eva Meier was awarded the official title ‘Smaakmaker 2010’ in the Netherlands. Her ‘Cranberry Cheesecake’ was selected out of 35.000 contributions in the Danio contest.
More than 4000 people voted for her idea, generating lots of brand awareness.
“I asked all people I got in contact with (friends, family, Hyves contacts, strangers,…) to vote for my Danio special. And it worked! Thanks to their 4000 votes I won this title.”
Eva not only became nationally famous by winning this price, she also received 2 world-tour tickets as a reward. She will report all experiences on her personal website, via which she also asked people to vote for her Danio idea. This way we can all benefit from her price: http://www.12elve.nl/
A great example of brand fan activation.
Watch the video of the award ceremony (in Dutch):
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