Private Online Communities | Voice of the Consumer - Passenger

While many of our relationships are confidential; here are just a few of the brands we’re working with:

CURRENT CLIENTS

Mercedes Goes Mobile

Mercedes-Benz USA

Mobile & Desktop

CHALLENGE
Mercedes wanted a more direct link
to their customers. Our new mobile application
technology provided a way for dedicated
members to share their experiences and opinions
directly with product planners and engineers.

APPROACH
Passenger developed an iOS app focused on three mobile-friendly community features, Ideas, Polls and Discussions. All mobile features are synced with the online community so members will see everything on their mobiles and computers in real-time.

RESULT
With this new mobile app Passenger is expanding its offerings beyond web-based communities, allowing Mercedes-Benz USA to truly leverage the social web to make informed decisions on the development of their vehicles and services. Whether members choose to only use the mobile app or to use it in conjunction with the web-based platform, their feedback is constantly growing Mercedes-Benz USA’s social brand intelligence.

CASE STUDY

CO-CREATION

Mountain Dew

True Product Co-Creation

CHALLENGE
Beginning in 2007, Mountain Dew launched a promotional campaign entitled “DEWmocracy,” which involved fans of the brand electing new flavors, colors, names, packaging and advertisements in future products. As a constitution of the “DEWmocracy” campaign the brand wanted to provide a private, online forum for the most passionate Dew fans to have direct input in co-creation.

APPROACH
Passenger created a community that was filled with over 4,000 passionate Dew fans. Each member received samples of the three final flavors and was asked to chose their favorite. Passenger segmented the community into Dew Nations, each filled with members focused on their favorite flavor. Each flavor needed a color to correspond with the flavor, and members were asked to chose their favorite. Members were also able to submit suggestions naming the beverages. Aside from naming the beverage, the challenge was to create a new look for each flavor. There were hundreds of submissions that were narrowed to 10, and each Nation voted for the artist they felt best suited their product. In addition potential media partners were allowed to pitch the community with their marketing ideas.

RESULT
The first soft drink designed by consumers, Mountain Dew’s final three flavors were released. After nationwide voting the final winner was Mountain Dew White Out. The flavor became an instant success and create numerous brand advocates who had taken ownership in the co-creation process. The result was a strong word-of-mouth campaign that penetrated multiple social media networks and ultimately increased product sales.