2 builders who never spoke to each other
Hand the audience a stunt they will perform
A post that asks for participation converts followers into a supply of content you did not have to make. Giving the task a date, or attaching it to whichever capability you are proudest of, gives people something to turn up for and leaves a trail of posts carrying your name.
The method
- 01
Kick off a repeatable challenge that dramatises the one specification you are best at, then let other people perform it for you.
- 02
Write one post that gives your followers something to do, and let their participation become the reach.
- 03
Attach a challenge with a public sharing step to the placement, so the audience produces the content that spreads it.
- 04
Turn your reply into a participatory event with a date attached, so followers have something to show up for instead of just something to read.
- 05
Close a project update by asking readers to install it and post a photo of themselves using it somewhere unlikely, which turns the call to action into shareable material other people make for you.
What it returned
- 65,000
A single Spotify prompt resulted in 65,000 people posting their own playlists.
Arc'teryx started a trend of people showering while wearing its waterproof jackets; the resulting videos have accumulated around 111M views.
Players were challenged to pick Stevenage, put the ball in the net, and post the clip to Twitter
He called on his audience to make placards of their own for the coming Saturday; thousands took part and the company collected a great deal of free coverage.
Sources
- Why Burger King sponsored Stevenage F.C.Harry Dry · Marketing Examples · Why Burger King sponsored Stevenage F.C. · undated
- Arc'teryx's TikTok FameHarry Dry · Marketing Examples · Arc'teryx's TikTok Fame · undated
- Counterpunch like CarlHarry Dry · Marketing Examples · Counterpunch like Carl · undated
- My Twitter Inspiration HandbookHarry Dry · Marketing Examples · 15/ Galvanize followers · undated
- VibeTunnel's first AI-anniversary | Peter SteinbergerPeter Steinberger · steipete.me · Looking Forward · 2025-07-16
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in social
- Concentrate on one platform until it works11 unconnected · contested
- Gather the audience before there is a product6 unconnected · contested
- Fire the launch into the audience you already have6 unconnected · contested
- Post the numbers, not the commentary5 unconnected · contested
- Republish the winners with a new hook5 unconnected
- Cut one long piece into weeks of social posts5 unconnected