1. Find two examples of marketer-supported consumer-generated content. Provide the Web link to each and discuss how the information impacts your attitude toward the companies involved. 1) Burberry Burberry is a British clothing company that was founded in 1856. Angela Ahrendts took over as CEO in 2006 and decided to launch a user generated content strategy as part of her goal of changing the company’s aging brand. The company launched The Art of the Trench website in 2009 , where users could upload and comment on pictures of people wearing Burberry products. Burberry’s ecommerce sales surged 50% year-over-year following the launch of the site. 2) Coca-Cola To help boost top-of-mind awareness, Coca-Cola created the “Share a Coke” campaign, throughout which the company produced Coke bottles with customers’ names on the labels and handed them out throughout different cities, in order to increase its exposure on Twitter. Customers were then asked to share the pictures of their personalized coke bottle on Twitter and other social media platforms.
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- Spring '08
- User-generated content, Burberry