Involvement Marketing

Including customers in film & advertising creation to enhance engagement
Implications - Marketing often requires a customer-centric approach, and nothing is more customer-centric than involving customers in the creation process and final product. Crowdsourcing has already become a creation method embraced by many brands, but now brands are taking customer involvement to the next level, whether it's being part of the final product (as in the Gap's Shine On campaign), participating in the process from idea generation to production, or being cast in a movie role. Involving customers in this way stands to elevate engagement and positive brand association while also encouraging fans to share their experience with their friends and networks.
SCORE: 2.6
Untested Top 6 Examples: 5,005 Total Clicks Jul 12 - Sep 12
Popularity
Activity
Freshness
DEMOGRAPHICS
Talent-Highlighting Clothing Ads - The Gap 'Icon Redefined' Campaign Showcases Musicians & Dancers
SCORE: 4.7
Warm 1,926 Clicks Pub: Aug 14, 12
Talent-Highlighting Clothing Ads
The Gap 'Icon Redefined' Campaign Showcases Musicians & Dancers
The Gap ‘Icon Redefined’ campaign is an extension of the brand’s global marketing program, ‘Shine,’ which focuses on highlighting emerging talent to inspire people to... [More]
Playful Painting Kiddie Campaigns - GapKids 'Shine On' Advertisement Features Talented Children
SCORE: 3.2
Mild 872 Clicks Pub: Aug 3, 12
Playful Painting Kiddie Campaigns
GapKids 'Shine On' Advertisement Features Talented Children
Gap commercials are always so fun and catchy, and the latest GapKids ‘Shine On’ ad is no exception. To promote its upcoming fall collection for children, Gap has launched a North... [More]
Multi-Role Movie Auditions - Intel and Toshiba's 'The Beauty Inside' Gives You Chance to Play a Role
SCORE: 3.5
Mild 1,368 Clicks Pub: Jul 30, 12
Multi-Role Movie Auditions
Intel and Toshiba's 'The Beauty Inside' Gives You Chance to Play a Role
Intel and Toshiba have partnered up again, this time to create ‘The Beauty Inside,’ a movie that will promote the Toshiba Portege Ultrabook computer while also engaging online users... [More]
Fan-Made Drink Ads (UPDATE) - Mountain Dew DEWeezy Project Enters Story-Making Phase
SCORE: 1.4
Untested 317 Clicks Pub: Aug 21, 12
Fan-Made Drink Ads (UPDATE)
Mountain Dew DEWeezy Project Enters Story-Making Phase
Recently, Trend Hunter featured the Mountain Dew DEWeezy project featuring Lil Wayne, a project in partnership with the mentoring program Stoked that aims to inspire creativity among youth and get... [More]
Social Media Casting Calls - Media-Sharing App Mobli Used to Find Actress for The Canyons
SCORE: 1.2
Untested 170 Clicks Pub: Jul 19, 12
Social Media Casting Calls
Media-Sharing App Mobli Used to Find Actress for The Canyons
The producers behind the movie The Canyons, which stars Lindsay Lohan and James Deen, used a very unconventional approach to casting one of its characters. They went on the new multimedia-sharing app,... [More]
Crowdsourced Rapper Projects - Mountain Dew & Lil Wayne DEWeezy Campaign Asks Fans for Inspiration
SCORE: 1.3
Untested 352 Clicks Pub: Aug 4, 12
Crowdsourced Rapper Projects
Mountain Dew & Lil Wayne DEWeezy Campaign Asks Fans for Inspiration
The Lil Wayne DEWeezy campaign is a collaboration with Mountain Dew and the youth development organization STOKED that aims to ignite creativity among young people and have fans participate in the... [More]
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