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Brickfish.com Epitomizes Social Consumerism

Posted on 2.09.2007
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Brickfish.com, a consumer website in beta, is taking a bold approach to "socializing" consumerism and others should take a close look at what they are doing. At Brickfish, consumers are shaping brands through interaction.

Here's how it works:  Site users are offered "campaigns" by various companies - ideas of what they think their brand should represent. The consumers then have the ability to submit any style of content - videos, blogs, audio, photos - that represents their own views about the brand, called a "concept." Concepts are then reviewed and voted on by other members of the site. It's all about interacting with brands on an entirely new level. The brands benefit by getting immediate feedback about their campaigns and fine-tuning every step of the way - even having an entire product designed for them. Think of it as beta testing for your product or service. It's instantaneous, interactive market research.

The concept of user-generated branding is not new. Paid review sites like PayPerPost have been offering consumers money for product reviews for a while now. Brickfish.com may be the next generation of brand/consumer engagement.

In a press release, Shahi Ghanem, CEO of Brickfish stated, “Creating the Brickfish platform is our first step toward redefining how advertisers collaborate with consumers on the Internet.

Nichole Goodyear, Co-founder and Vice President of Technology at Brickfish added, We built a backend system that creates a level playing field, rewarding all consumers regardless of skill. Our technologies enable instantaneous feedback on the enthusiasm surrounding every piece of branded content and the overall performance of the campaigns. This creates an entirely new type of dialogue between brands and consumers that is collaborative and completely transparent. Thousands of pieces of branded, user generated content have already been created on Brickfish in just a few weeks. In addition, weve seen this same branded content voluntarily propagated to multiple media posting websites and social networks."

Current categories available for interaction are music, fashion and lifestyles. Consumers can help design album covers, shoes, online banners or business cards, to name a few. So what does the user get out of all this? Rewards - everything from money and clothes to backstage passes and a song written about them - even scholarships. Brickfish.com hopes to expand to new categories in the near future - the possibilities are literally endless.

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