| 摘要 |
An interactive, computer network based system presents consumers with multimedia brand information via a browser-based interface called the GraffitiWall®. Consumers can use the GraffitiWall® to modify and display a sponsor's brand information in any way desired, including use of avatars. Consumer modifications are immediately communicated to the other member consumers and the advertiser/sponsor. Consumers can rate the GraffitiWall®, or portions thereof, and email the GraffitiWall®. An archive of GraffitiWalls™is maintained by the system. Consumers participate in online focus groups, one-to-one interviews and discussions, as well as games and promotions pertaining to the brand. Interaction with consumers through focus groups, one-to-one interviews, discussions, games and promotions allows the hosting company to reinforce brand equities; speak directly to their target audience; test new and updated products and services; and encourage participation to a brand via purchases and signups by rewarding the participant with coupons, samples, gift certificates, and the like. An ongoing dialogue between business and consumer, as well as consumer-to-consumer, nurtures customer participation, loyalty and satisfaction, and builds a community housed within the company's brand. |
