Consumer participation was declining, and the sport was seen as dominated by older white males.

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In the case of RelayRides, one success metric will of course be consumer participation in the program.

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If you can achieve something sharable, then your entire marketing plan can be amplified through consumer participation.

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This is the primary reason we passionately coach brands to strive for a well-rounded approach to WOM and consumer participation, starting with the message itself.

FORBES: Why Digital Still Can't Beat Word Of Mouth In Sharing Brand Messages

That is, prohibitionists see consumer participation in terms of copyright infringement.

FORBES: Magazine Article

The definition of creativity is changing and the rules of consumer engagement have forever shifted to a voluntary participation model.

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Spartan Races plans 48 events and projects 300, 000 total participants this year. (A contestant ran one on NBC's "The Biggest Loser" last year.) As participation numbers balloon, the events are attracting consumer-product sponsors including Under Armour, Merrell shoes, Subaru and Dial for Men.

WSJ: Office Workers Run Extreme Obstacle Courses