Goal: Innovate Meredith's Better Recipes online community to differentiate it from other online recipe websites.
Solution: Create a highly unique and personalized experience for visitors of BetterRecipes.com by partnering with Bunchball.
Step 1: Encourage users to earn Kitchen Bucks when they upload, edit, and rate recipes on the site.
Step 2: Redeem Kitchen Bucks for accessories to personalize user avatars, or products to design a virtual dream kitchen.
Step 3: Offer Recipes Clubs, where users compete as teams and view results on public Better Recipes leaderboards.
Results: Increased viral awareness and user-generated content, while providing a fun and engaging destination for the Better Recipes community.