粉丝的力量：5个品牌的创意海选故事

2. 美国大学橄榄球季后赛

    大学橄榄球比赛的球迷们多年来一直在呼吁实行季后赛赛制。他们不仅愿望成真（从2014年开始，包含4支球队的季后赛将决出每年全国冠军的归属），还参与了季后赛标志的制定。“显然，大学橄榄球比赛是很多人的爱好，”大学橄榄球季后赛（曾名为BCS）的执行董事比尔•汉考克说。“我们明显不会让球迷们来决定三垒和二垒的上垒规则，但可以让球迷们参与进来，无论程度如何，他们都需要参与进来。”

    标志（上图）由10万多名球迷在5天内投票选出。他们通过Facebook和Twitter被引导到这个组织的网站上进行投票。汉考克说，候选标志由内部制作，没有接受外部建议，以避免涉及知识产权法的问题。

    大学橄榄球季后赛确实在投票的第一天就遇到了麻烦。当时，投票活动的管理人员发现，有数千张票来自于同一个IP地址。这个插曲导致活动暂停，相关选票也被清除。但汉考克说，这次麻烦不会阻止大学橄榄球季后赛在未来继续开展球迷投票活动。

2. College Football Playoff

    College football fans have been clamoring for years about a football playoff system. Not only did they get their wish -- a four-team tournament will decide the national champion each year beginning in 2014 -- they also got a say in the new tournament's logo. "College football is obviously a passion for many, many people," says Bill Hancock, executive director of the College Football Playoff (formerly known as the BCS). "You're obviously not going to have fans deciding what play to run on third and two, but to whatever extent fans can be involved, they need to be."

    The logo (above) was determined by more than 100,000 fan votes over a five-day period, and they were directed to the organization's website via Facebook and Twitter. The logos were created internally, and no outside submissions were accepted to avoid issues involving intellectual property laws, says Hancock.

    The College Football Playoff did run into trouble on day one of the voting when officials running the campaign noticed thousands of votes streaming in from a single IP address. It caused a temporary halt in the contest, and those votes were wiped out, but the trouble won't deter the College Football Playoff from implementing fan votes in the future, says Hancock.