I agree that social media is the most commonly used marketing platform today. Participation marketing can happen online and offline through social media, in grocery store lines, on blogs, and at events. At the heart of participation marketing, lies engagement, which aims to get the audiences engage and participate in conversations about brands.
A clever way of participation marketing is seen in the case of Coca-Cola Company’s “Share a Coke” campaign. In an effort to reach out to its customers personally, the company replaced its logo with popular names and terms such as “Buddy” and “BFF”. This strategy of personalization created an emotional connection between the consumers and the company. Coca-Cola Company had no intention whatsoever to create brand awareness through its “Share a Coke” campaign. Most people in the world already know about the coke. The campaign aimed to give customers a personal part of the company’s story and encourage them to drink coke.