Help sourcing brands and organization of calendars for an Interactive website.
Help sourcing brands and organization of calendars for an Interactive website. The objective of finding the brands is to then use their products on our website.
21-year-old entrepreneur Callum Negus Fancey is to launch a new brand advocacy platform -- Yourvine -- that invites young people to complete a series of challenges in order to receive rewards from their favourite brands.
Yourvine provides a forum for brands to connect with young people and to encourage advocacy. Brands work with Yourvine to come up with a series of different challenges with different levels of difficulty, scored from one to five. The young members of Yourvine can then follow brands and choose whether or not to accept certain challenges.
Levels include simple tasks such as tweetingor image tagging through to design tasks (such as "create a dress out of paper") and geolocation-based games. Brands reward those that complete the task with whatever they see fit -- this could be a discount code, brand merchandise or exclusive events.
For example, Yourvine is working with Bestival for the launch pilot. The first level challenge is to share a favourite song on Twitter using a dedicated hashtag. The level two challenge is to tell Bestival five artists you'd like to see at next year's festival. Level three is to send a photo of you and your friends infancy dress. Level four is to take part in a treasure hunt involving multiple check-ins and the final level is to host a Bestival-themed house party, getting 10 of your friends to check-in through the Yourvine platform. People who complete level four will get free tickets to the festival.
Brands who use the Yourvine platform only pay for levels completed by the users. The Yourvine algorithm determines the cost for each level, taking into account the difficulty level and the reward being offered. Brands, in return, will gain access to the platform's "advocacy index", an algorithm that ranks users' influence based on information gained from other social networks including Facebook and Twitter as well as their Yourvine activity. Brands will be able to see how popular and viral their challenges are and read direct feedback from participants.
Yourvine wants to make sure that the experience of completing the challenge is as fulfilling or fun as the rewards themselves. Negus Fancey told Wired.co.uk: "Advocacy isn't a popularity contest. It's about the quality of the experience of completing the challenge as much as the reward. So an example of a challenge might be to create a cocktail from a particular drinks brand and share it with your friends. We are trying to avoid rewards that can be easily traded."
Yourvine is a subsidiary of Let's Go Crazy Holdings, which includes 15,000-strong physical advocacy network Youth Army. Members of Youth Army will be some of the first people to gain access to the platform.
Negus Fancey believes that the biggest challenge is the nature of the business model they are going into. "It's a critical mass model and relies on lots of people joining and it growing quickly."
How does his platform compare to the reward schemes from sites such as Klout and PeerIndex? "We use real interactive experiences to find the real advocates rather than simply through data and theory," he said.
Yourvine launches in closed beta next month