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August 27, 2007
The grassroots Wispa campaign
The British candy bar Wispa will be revived this fall thanks to the petitions of 14,000 people across dozens of different Facebook user groups.
Manufacturer Cadbury Schweppes said it was the first time "that the power of the Internet played such an intrinsic role in the return of a Cadbury brand."
If this is truly a grassroots, nostalgia-driven effort (Cadbury insists it is), then the company has a unique opportunity to parlay that revival interest into strong customer ownership: hand over levels of brand management to a dedicated Facebook community.
Give 'em a voice and a vote on decisions. It would immediately propel thousands of evangelists to the top rung of the loyalty ladder. It would be an excellent R&D vehicle for learning how to apply the work of a community across other brands.
After all, 14,000 Wispa fans have already proven their votes can make noteworthy things happen.
(Thanks, Peter!)
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