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crowdsourcing, viral marketing, Word of mouth

Belgian Beer Brand’s Brilliant Use of Crowdsourcing

Belgian beer brand Vedett has cleverly demonstrated how to interact with its customers. It has asked drinkers to submit a photo of themselves through their website, with a lucky 10,000 becoming “instantly famous” by appearing on the bottle labels.

I really like this approach because:
a). Like threadless.com, it allows the audience to be a part of the end product.
b). It is fun – who doesn’t want to have their 15 minutes of fame?
c). Importantly for Vedett, it directs traffic to their website and increases the number of people seeing their brand. Once users have added their image, they will likely forward onto all of their friends.

I am a big fan of encouraging customer participation and I think Vedett got this spot on.

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About David Lowe

Founder / editor at Origin of Cool (www.originofcool.com) and World Sport Bloopers (http://www.worldsportbloopers.com). Talk to me about building online communities, social media, online advertising and cool stuff. Love ping pong!


6 thoughts on “Belgian Beer Brand’s Brilliant Use of Crowdsourcing

  1. Great to see a company getting it right. A while back I joined a facebook fan page for a well known Beligian beer. The page has around 25,000 members. Towards the end of 2009 a message was posted to the group which said:

    ‘…such use does not match the image that we develop around our brands, particularly the idea of responsible drinking, which is one of the core values our Group. You kindly delete immediately this page fans are also reminded that our brand is a registered trademark, properly registered, both nationally and internationally, your use is completely illegal.”

    NOOOO!!!!! The group as over 25,000 members. Most of the comments are saying what a lovely product it is. All at no expense to the company. And this message was supposedly pasted to the facebook page without anyone from the company bothering to contact the group administator and discuss things. Happliy someone at the brewery must have seen the foolishness of this so the group is still there. Phew!

    Posted by James | February 16, 2010, 21:38
  2. Can I ask the name of this Belgian beer? In an age of transparency, the companies that will suffer are the ones that see social media as a threat to their confidentiality.

    Posted by sneezyhead | February 16, 2010, 22:31
    • I quite agree with your point. There are 2 reasons why I omitted the name. Firstly it’s difficult to be sure ALL the facts have been accurately reported on the groups message board. Secondly, because of that, and the huge number of threads, I may have got something wrong. As it happens, I did get something wrong, which perhaps makes the story worse.

      It seems as though someone, presumably the fan page administrator, contacted the brewery asking if this fan page could have their blessing. And the reply they received was the one I posted.

      So with the caveat that I’m reporting only what I can see of the story, so there’s certainly more to it, the company is Hoegaarden and, if you scroll back far enough, you can find the info here: http://www.facebook.com/pages/Hoegaarden/10518527433

      Posted by James | February 17, 2010, 08:43
  3. mmmm I want this beer. Nice post!!

    Posted by Andrea Rende | February 17, 2010, 19:11

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