Reckitt Benkiser is looking to drive global awareness of it’s corporate brand via a Britains got talent style co-creation activity according to Brand Republic. They are asking consumers to think up ideas for products that could be used at a music festival. To enter you need to video your idea and upload it onto YouTube.
It’s an interesting idea. Co-creation is proven to work (the Hawthorne effect), but it normally relies on the participants believing that they are building something in partnership with the company. In this case Reckitts haven’t committed to actually making the product, so it could be perceived as little more than a publicity stunt. Not a bad idea therefore, but one that could be made so much more powerful.
