How fan involvement helps build Internet buzz

04/26/2013 | Fast Company online

A look at some of the Internet's most buzz-worthy marketing stunts shows that involving a brand's fans is one of the best ways to get people talking, writes Ekaterina Walter. Volvo's campaign asking Facebook fans what they would do for fun with a few extra thousand dollars -- and then making the dream come true for five participants -- is one handy example of this principle at work. She also cites a Samsung campaign in India that invited users to bid on newly "useless" technology such as televisions or laptops, and then offered them a chance to win the company's new Tab2 device.

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