Applications are excellent tools for increasing engagement and relationships. Social media applications that create an entertaining and meaningful consumer experience appropriate to the brand are one great tool for organizations seeking to connect with consumers.
Vitamin Water used a Facebook app to generate consumer involvement in its next flavor. The FlavorCreator application posted on Vitamin Water’s Facebook fan page allowed fans to get involved with the next product flavor. As consumers made suggestions and voted, the application created engagement with the brand. Adding to the strategy and helping to create interest, the company offered $5,000 to the winning flavor creator.
This interaction with the brand–entertaining, easy, and motivating–is credited with helping the company reach consumers with social media. The Facebook fan page now has nearly 12,000 fans.