The best marketing plan has to use the modern technology to make customers participate with the company. Social media is a huge way to make customers participate in a marketing process, because the product would be well advertised across the world especially if the product is used by teenagers.
I think right now Coca-Cola is doing the most obvious customer participation that is really helping their marketing process. The smartest move they move was the “Share a Coke” campaign. Replacing the logos on the Coke cans with popular names among young people, even unpopular ones, was a really smart idea to make customers participate. Coke was basically inviting buyers to participate in a massive social/referral marketing experience. It resulted a huge customer participation, especially on social media. There was 341,000 posts on instagram with the hashtag #shareacoke. 96% of Coca-Cola customers had positive or neutral sentiment toward this campaign.
Another example is Yoplait with the “Save Lids to Save Lives” program. It donated $0.1 to a cancer foundation for every pink foil yogurt lid that is mailed back to the company. That raised $1,500,000 per year.