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But but but but. Do marketers run campaigns to get people to participate in them, or to remind people they are around?

e.g. Lays ‘Dilogical’ contest. I followed it on the Ads on hoardings, print and TV. Didn’t once go to a website or social media page (except when I was covering them in my marketing podcast). Fact is, I’m now addicted to the Orange West Indies Sweet Chili flavor. But I didn’t participate. But I spoke about it, and tried out every flavour, and always opt for Orange Lays over every brand of chips - to the point my boyfriend too is addicted and it’s his 2nd opted snack. But neither of us Likes the page.

- Study: Each Facebook Fan Worth $10 on Average to Brands | Digital - Advertising Age