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.