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: Using the Lego Digital Designer (LDD) people could design their own 3-D virtual model, and submit it for purchase using the shop-at-home division. Factory was also designed to enable users to view and purchase other users custom creations, you could add or remove bricks from creations at will, and then purchase for yourself. Factory sets arrived in custom packaging that showed a users model and name, and included all of the LEGO elements needed to build the virtual design in physical form.
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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: 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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How they do it: The AppStore is open to all independent users and developers, meaning every private or commercial developer can publish its own app to the store. After certification and approval from Apple, all other users can then access the apps.
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