It’s a recipe content with guidelines as to what are “acceptable” and “unacceptable” beverage combinations (sorry, kids, no vodka-and-5-Hour mixology here!) that lets the brand combat one area of consumer resistance — its taste — by helping the audience educate itself about the mixing options available. And rewarding them with prizes of up to $50,000 for uploading a video of their “Yummification” experience.
That’s the kind of rich reward that’s essential to the success of any user-generated content program. The initial threshold of taking an action that goes beyond a simple click-t0-enter can be steep enough to deter participation, unless you offer a truly enticing potential payoff.