Comments on: Lessons from Frito-Lay’s Facebook Co-Creation by David Bauer

By: Goldstein Christophe

Goldstein Christophe — Thu, 09 Aug 2012 03:25:32 +0000

I am sorry I cannot come on your webinar I Thank you for your help of Market research !

By: Zsofia

Zsofia — Wed, 08 Aug 2012 14:32:31 +0000

Very exciting thoughts – and also, it is all quite supportive to hear such words being someone who has been heavily involved in co-creation processes in the past years. I do agree that ” these social programs can be a valuable way to both gather insights and to market the brand.” On the other hand, I also see some risks there. I think that an initiative like this is definetely a great tool trying to (try to) create some social buzz and consumer activity which could have a great engagement value if it’s done well. On the other hand, such “striking” campaigns might even cause harm to the reputation of co-creation if they are not “channeled” well – I mean, even co-creation (as a research and innovation method) might need thorough planning, guides and smart questions that might help to get closer and closer to the innovation objectives and focused (whilst also creative) thinking from participants, even if they are consumers. Also, some kind of segmentation and knowing whom we would like to address and gain insights and ideas from might be essential to be able to deliver results that might indeed create a lasting impact. (Which might work much better in case of dedicated full day workshops and online communities.)
On the whole, I think these kind of mass Facebook initiatives are a fun way to brand and engage consumers, yet I do believe that co-creation is something that should be preserved from getting a quick, mass tool.

By: edward04

edward04 — Fri, 03 Aug 2012 19:17:27 +0000

I’m not privvy to inside information, but according to Pepsico’s own website the UK brand Walkers first started this idea of co-creation in the UK in July 2008 (“Do Us a Flavour”). They certainly created a lot of attention, high profile campaign stuff, and certainly there were some interesting flavours that I came across. Fast-forward 4 years to the the present, and check out their UK webiste – the flavours featured are the Flavours I grew up with. This suggests to me that the ROI work has been done here, and certain conclusions have been come to already. Just a guess. Whatever the specific reality – research really needs to keep abreast of what marketing (and technology for that matter) is testing and proving. The train is moving fast.