Unless you’re specifically targeting a certain group of evangelists, every campaign should have three levels; Low, Medium and High…

Low
These are usually the consumers you simply broadcast to. Little interaction with the brand takes place and at this level consumers are not all that passionate or loyal toward your brand.

On the episode we discussed the recent Dunlop Volley campaign. At this level of engagement, it is the consumer who just see the ads. Another example is the television series Lost, and again on this level the consumer would just be watching the show.

Medium
Here things step up a bit and the consumer seeks further interaction with your brand. They become more engaged and to do so they might head to the Dunlop Volley website and look around or purchase a season of Lost on DVD and watch the Special Features. Some evangelism starts to develop on this level.

High
These are your most loyal and most passionate brand evangelists and they want more interaction with the brand than anyone else. These consumers want to create their own UGC for Dunlop Volleys. These were the ones leading the pack on Lost’s massive ARG. As a marketer, these consumers are worth the most do you.

With that said, sometimes it might be appropriate to target your campaigns at only one or two levels of engagement. McDonald’s went for a mass approach with their Name It Burger campaign. This was done on the Low level where you simply had to enter a name and you were done. Pepsi asked consumers to design their own can. You were restricted to a basic design application on the website but this allowed for a lower barrier of entry and would be considered on the Medium level. Doritos ran the High level You Make It, We’ll Play It campaign where consumers were encouraged to film, edit and submit a video online.

The question becomes do you run a campaign that allows for all three levels or specifically focuses on one? But as with most marketing questions, it depends on your brand, product, campaign and objective.