The rise of social media has generated tremendous opportunities for companies to engage with customers. Many allow customers to participate in value-creating activities, such as brainstorming advertising taglines, or product ideas – a process often referred to as co-creation. These activities not only help companies innovate at low cost but also engage customer – every marketer’s dream. In practice, however these programs are hard to run. Some customer “hijack” them – instead of offering real ideas, they seize the chance to ridicule the company. Prior research suggest that about half of co-creation campaigns fail.