Life&Cooking rewards active participation
Food entertainment brand Life & Cooking stimulates consumers to react at its website. Action ZomerToppers (Summer Toppers) during three months makes it possible for visitors of the Life&Cooking website to save for a 'well-filled pack of groceries'. Every week they can collect points for opening the newsletter, reacting to the forum, voting in the poll, participating in actions, adding recipes, or 'going to a secret place on the website' (mb, Dutch). Brands are having their brand coming out: the border between employees and consumers disappears. Employees are easier to reach, and at the same time consumers are rewarded for their contributions to the brand. Thus brands evolve which are supported by groups of people who don't necessarily work for the same company. This is a small step in that direction.