There are very famous and well known cases that helped the co-creation discipline to become famous. I distinguish in examples where co-creation has been used to boost regular businesses and others where co-creation is at the centre of the business model. On the first type, among the most known are the following:
· “My Starbucks Idea”. It was set up for customers to exchange ideas with each other and directly with Starbucks. Customers give opinions on everything such as products, services, layout, advertising, corporate social responsibility, in store music, and so on. They feature and reword the most active users and implement a good numbers of ideas received. Some numbers: more than 93k ideas shared, more than 1,3million users and 5,5milion pages view per month.
· “Dell Ideastorm”. Dell went on to setup a number of customer feedback environments from Ideastorm, Studio Dell and Direct to Dell where they asked users to submits new ideas and issues openly, discuss them with one other and their employees. This made Dell to turnaround the bad reputation reached in those years where 45% of the posts regarding Dell where negative in an opposite situation with 5.3k customers issues were solved and an average of 3.5millions visits per month.
· “Nike ID Studio”. It allows customers design their own Nike trainer and buy or just share it with their friends across social media platforms such as Facebook or Twitter. The online service was launched in 1999 and gave the ability to choose from a limited range of different materials and colours to develop their own style of tennis shoe. Today there is a choice of more than 30 trainers models, more than 80 different material option type. The success of the initiative is testified by the 3 millions unique users going on the site every month.