Mentos continues to prove how clued-in they are to their community, and how internet users are interacting with social media.
I've already blogged about how Coke tried to control the community-based buzz they received over the geyser videos, while Mentos embraced it. When Coke finally woke up and decided that all these people enjoying their product was a GOOD thing, they then created 'The Coke Show' and wanted people to start playing with their product on THEIR site.
Sorry guys, that's not the way it works. When your customers are enjoying your product, you do NOT try to stop that or control HOW they are enjoying your product. You embrace them, and if they are building positive buzz for your product, you do WHATEVER you can to make it as easy as possible for them to pass that buzz onto other other community members.
So while Coke tried to tell their community that it was ok to play with their product, as long as they did it on their new site so they could 'oversee' them, Mentos announced that they would create a contest to award prizes to the best geyser video. Genius. Whereas Coke tried to alter/control the behavior of their community, Mentos embraced their's and announced that they would award them for doing what they were already doing for free.
Then Mentos made yet ANOTHER smart move, and announced they will be hosting the contest on YouTube. Excellent. While Coke wants you to come to THEIR site so THEY can control what you are doing, Mentos has gone to their community and told them that they will reward them with prizes for doing what they are already doing anyway, and using the space that they are already the most familiar with.
Make it as easy as possible for your community to spread their positive buzz. Mentos still gets it, and Coke is still scratching their heads.
Thanks to Jackie for the tip about this.
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