NEMO Equipment Inc. is a US company that makes tents (very good tents by all accounts). They have moved into the market for sleeping bags and are using their existing community on Facebook and looked to co-opt some of them to help co-create their new products.
They started the ball rolling with a range of three sleeping bags that are as much a social object for conversation as a product line.
The co-creators are looked to volunteers through a product tester content on their Facebook page which:
- Heightens awareness of the new product category for NEMO
- Engages a receptive audience
- Aids continued innovation
- Generates word-of-mouth around the new product range