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A little competition, whether it’s between your customers or your actual competition, is a great way to start conversations.
Here are three ways to do it:
The most remarkable products are the ones with word of mouth built into them — the ones that are more fun with more people. For example, Doritos Roulette is a bag of ordinary Doritos mixed in with a handful of extra spicy ones so that you never know which one you’re about to bite into. People have been sending the company videos of themselves playing Doritos Roulette with friends and photos of “Burn Selfies” when they find the spicy chips.
Everyone likes a good food rivalry: American vs. Lafayette Coney Island in Detroit, Pat’s vs. Geno’s cheesesteaks in Philly, New York vs. Chicago-style pizza. These rivalries can be deeply polarizing in their hometowns, but polarization also means loud and proud fans. And for tourists, restaurant rivalry is an attraction — a reason to try both places and tell everyone what they thought.
Pride is a big word of mouth motivator. When your fans feel like they have ownership of your brand, they’re more likely to tell someone about it, because it’s about them — not you. For example, Domino’s created an app that lets fans customize their own pizza, name it, and even earn a little money for charity when people order it. Customizing a pizza is nothing new, but by putting an entrepreneurial spin on what their customers already do, Domino’s made it much more remarkable.