| 摘要 |
An interactive, computer network based system presents consumers with multimedia brand information via a browser-based interface called the GraffitiWalI. Consumers can use the GraffitiWalI to modify and display a sponsor's brand information in any way desired. Consumer modifications are immediately communicated to the other member consumers and the advertiser/sponsor. Consumers can rate the GraflitiWali (S154), or portions thereof, and email the GraffitiWalI (S136). An archive of GraffitiWalls is maintained by the system. Consumers participate in online focus groups (S158), one-to-one interviews and discussions (S162), games (S164) and promotions (S160) 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. |
