Vitamin Water’s latest flavor, launched in March this year, is another great example of how crowdsourcing can be used to get valuable input from the public. The new flavor was developed and named by the brand’s Facebook fans and it is called “Connect”.
There were several stages of the project and each focused on developing a certain aspect of the product.
Over the summer the fans were able to discuss about different flavors. The more chatter about a flavor online, the higher it was rated on the Facebook page. The ten most talked about flavors were put on a list that users voted on. This is a good example of using a community to sort and rank ideas in a co-creation process. Fans couldn’t create their own flavors from scratch, but they could influence the top 10 flavors and then vote for the best.
When the flavor was selected, in October 2009, the fans were able to design the packaging by using a Facebook application, and then, they could also choose a name for the product. The person or team who would create the winning name would be given a prize of $5,000. The prize was won by Sarah, a Facebook fan from Illinois.
This is a great example of co-creation and working with customers and fans to develop a product. The new Vitamin Water drink is out on the market now. This flavor is the result of a project more than one million people participated in. That’s a lot of people who will undoubtedly be interested in buying the product.
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Tags: crowdsourcing for co-creation, crowdsourcing project, vitamin water campaign, vitamin water contest
