How brands are turning consumers into co-creators
In the digital age, consumers have evolved from passive recipients of brand messaging to active participants in the brand narrative. Traditional advertisements, once confined to television, print, and radio, are giving way to immersive, two-way experiences where audiences shape the message as much as brands do. This shift reflects not just a change in marketing strategy but a more profound transformation in consumer expectations and media consumption habits.
For much of the 20th century, advertising followed a top-down model: brands broadcast, consumers received. These messages were one-way, carefully crafted, and largely unchallenged. However, with the rise of social media, content platforms, and mobile apps, the audience now has a voice, often louder and more influential than the brands themselves.
A Nielsen report found that 92% of consumers trust peer recommendations over traditional advertising [1]. That trust shift prompted brands to adopt new forms of interaction, where engagement replaces exposure as the primary metric.
Participatory branding flips the script. Instead of speaking to customers, brands talk to them. The goal is to invite audiences into the brand experience, creating emotional connections and shared ownership.
This shift is not just cosmetic. It represents a change in power dynamics where consumers become co-creators, storytellers, and even marketers. And the payoff? Increased loyalty, richer brand narratives, and often, viral-level reach.
Key Strategies in Participatory Branding
Co-Creation Campaigns
Co-creation involves consumers in the design process of products or campaigns. This taps into community creativity and delivers a sense of ownership.
Example: LEGO Ideas lets fans submit and vote on new kit designs. Winning submissions are produced, and creators get a share of the profits [2].
Example: Lay’s “Do Us a Flavor” campaign invited customers to submit and vote for new chip flavors. The result? Millions of submissions and a massive spike in social engagement [3].
Interactive Storytelling
Rather than pushing a linear narrative, brands now let users shape the story. Through platforms like Instagram, YouTube, and branded apps, storytelling becomes dynamic and multi-threaded.
Example: Netflix’s “Bandersnatch”, though a media property, set a precedent for interactive brand experiences. Brands like Absolut Vodka and Nike have since experimented with similar choose-your-own-adventure formats [4].
Example: Burberry’s “Art of the Trench” campaign showcased user-submitted photos wearing their trench coats—turning consumers into both models and brand storytellers [5].
Gamified Marketing
Gamification uses game design elements to drive engagement, loyalty, and fun. Leaderboards, challenges, and reward systems transform passive viewers into active brand participants.
Example: Starbucks Rewards incorporates points, challenges, and tiers to encourage regular purchases and app engagement [6].
Example: Duolingo turns language learning into a game with streaks, hearts, and XP—creating loyal users through play, many of whom proudly share their progress on social media.
| Brand | Strategy Used | Outcome |
|---|---|---|
| LEGO Ideas | Co-Creation | Over 1 million members and several successful product launches |
| Lay’s | Co-Creation | 3.8 million flavor submissions in the U.S. campaign alone |
| Nike | Interactive Storytelling | “You Can’t Stop Us” campaign drove massive engagement during lockdown |
| Starbucks | Gamified Marketing | Over 19 million active Rewards users in the U.S. as of 2022 |
| Sephora | Gamification + Reviews | Beauty Insider program with interactive quizzes and personalized offers |
Challenges and Considerations
While participatory marketing offers many rewards, it also comes with challenges:
Brand Control: Giving users power means losing some control over messaging.
Scalability: Managing and moderating thousands (or millions) of user contributions can strain resources.
Authenticity: Consumers can detect when "participation" is superficial or manipulative.
Successful participatory campaigns require authenticity, transparency, and real value for the user.
The age of passive brand consumption is over. Today, the most successful brands are those that invite, listen, and co-create with their audiences. Whether through co-creation, interactive storytelling, or gamified experiences, participatory branding transforms customers into collaborators—and in doing so, turns fleeting interest into lasting loyalty.
As we move further into the experience economy, the brands that thrive will be those that treat their audience not as targets, but as partners.
References
Nielsen. (2012). Global Trust in Advertising Report. Link
LEGO Ideas. (n.d.). How It Works. https://ideas.lego.com/how-it-works
Lay’s. (2015). Do Us a Flavor Campaign Overview. [Archived Campaign Page]
Netflix. (2018). Black Mirror: Bandersnatch. [Netflix.com]
Burberry. (2009). Art of the Trench Campaign. [https://artofthetrench.burberry.com] (now archived)
Starbucks Investor Relations. (2022). Q3 Earnings Report. https://stories.starbucks.com/press/2022/q3-earnings/
