Recently, Kit Kat UK found a way for its fans to truly interact with their brand when they ran the “Chunky Champion” social media campaign, allowing fans to vote via Facebook for one of four choices for the next new Kit Kat Chunky bar’s flavor. Recently, brands like Kit Kat have taken a step back and looked at the original, simplistic concept of Facebook: a place where people can connect and share ideas. Emphasizing the latter of the two, people seem to be drawn to promotions that allow them to conveniently share their ideas when doing so creates a truthful possibility of their input being used to ultimately affect some aspect of the brand’s future. Consumer collaboration is something that many digital marketers are starting to take strong notice of when developing future promotions. Kit Kat was able to successfully use this concept by giving users the ability to vote on their new flavor. Rather than relying on expensive market research, Kit Kat was able to get a good idea of what types of flavors their fans liked and disliked based on this seemingly simple, but effective social media marketing tactic of getting the fans more involved, especially in decision-making. Find out more about consumer collaboration here.