How they do it: The Amazon Kindle shop is not only a service for its Kindle customers but also offering the infrastructure for publishers, authors and other right-owners to sell their (digital) content to a broad audience.
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How they do it: Cewe’s value proposition is that the user can individualize its products as wanted. ´Cewe just provides the infrastructure, tools and blank materials to do so.
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How they do it: Pepsi MAX, the low-calorie, sugar-free cola brand, leveraged user generated content to craft a new brand image. The company created a campaign urging customers to share reasons they prefer Pepsi MAX to Coke Zero, asking customers to share pictures on Instagram and other social networks, as well as a mini-site that was specific to the promotion. The best entries were eligible for numerous prizes, including a year’s supply of free Pepsi MAX. Unsurprisingly, the campaign turned out to be very popular.
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How they do it: Wikipedia, a free encyclopedia based on a model of openly editable content is one of the most popular websites. All its content is created by its users. Time magazine stated that the open-door policy of allowing anyone to edit had made Wikipedia the biggest and possibly the best encyclopedia in the world and it was testament to the vision of Jimmy Wales, Wikipedia’s Founder.
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How they do it: Next to its standard collections Nike started a program called ”Nike ID”. This allows customers to individualize their products such as shoes and shirts. Individualization can include choice of colors or sticking a personal message.
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