Even the strongest content isn’t much use if it doesn’t get seen. Use small rewards-;such as a product tasting, facility tour, or service credits-;to encourage consumers to push brand-positive content on social media. Given how valuable user-generated content is, give an additional reward if users can drum up online attention for their own post.

Oscar Mayer leveraged the reciprocity principle by giving away hot dogs and offering a second coupon for consumers who submitted a “Taste-a-Monial.” The twist is that Oscar Mayer increased the value of that second coupon by 50 cents for every 5,000 shares the Taste-a-Monial received until the coupon reached the price of another pack of hot dogs.

Published on: May 22, 2019