WHO?
That company that has brought you those COMFY sweat pants for years and years, CHAMPION!!
WHAT?
They have taken on the online mash-up approach and are putting on a contest called "Hoodie Remix". In essence, you get to design your own hoodie through their online "mash-up" software and save it for judging. Also, they have the option of embedding it to your FACEBOOK for further exposure.
WHEN?
The contest is currently running as we speak. The best rated hoodie will be chosen on May 29, 2009, and the single design with the most votes will be named the winner of the Hoodie Remix contest and may also be produced and sold as a limited-edition hoodie by Champion
WHERE?
The contest has its own site www.hoodieremix.com.
WHY?
Imo, the use of "mash-ups" on websites and contests can be due to a combination of many factors.
- companies recognize the effectiveness of a shift towards more web 2.0 practices
- when empowered or "listened to" consumers feel more like the companies are giving them what they want
- web 2.0 is popular and by providing this mashup software, the companies are facilitating the generation of CONSUMER GENERATED MATERIAL
Overall, we can see that within the urban clothing industry, there is a lot of shift towards customization and consumer input. By providing this method of creation for its customers, companies like Champion are able to address this desire for "input" and "design". A nice perk to the contest or software is that companies who implement it also are able to acquire some market research in the process as well.
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