CHALLENGE THE CONSUMER

19. Challenge the consumer

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• Engage your audience by setting them a challenge.
• Make it a positive, inspiring one while you’re at it, a goal worth pursuing.
• It should not only make them feel good about the brand, but about themselves too.
• Ensure that the whole experience is fresh, fun and easy to share.
• Everyone who participates should go home with a sense of achievement, a great story and some lifelong memories.
• And what about the people who didn’t participate or only stumbled upon the video later online?
• Tell the story in a way that makes them feel rewarded too, for the time they spent on it.

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