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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.
Trend Themes
1. Customer Involvement in Marketing - Brands are taking customer involvement in the creation process to the next level, giving them part of the final product or allowing customers to participate throughout the production process from idea generation to production.
2. Crowdsourcing Talent - Companies are using social media and technology platforms like Mobli, Facebook and customer interactive films to look for talent, with open calls to encourage all people of all ages to audition for movie roles.
3. Talent Highlighting Campaigns - Marketing campaigns now include highlighting emerging talent and their unique abilities to showcase their clothing lines and engage and inspire fans.
Industry Implications
1. Marketing and Advertising - Involving customers in the marketing process, crowdsourcing talent for film, and highlighting emerging talent in ads are influencing the marketing and advertising industry.
2. Entertainment and Film Production - Using social media and technology platforms like Mobli and crowdfunding via Kickstarter to shift how movies are made, new media forms are playing a role in their development.
3. Talent Management and Development - Identifying new opportunities to engage young people in learning experiences, take on creative challenges and highlight their talent.
2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
6 Featured, 46 Examples:
262,653 Total Clicks
Date Range:
Jul 12 — Sep 12
Trending:
Untested

Featured Examples

play_circle_filled Talent-Highlighting Clothing Ads
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
play_circle_filled Playful Painting Kiddie Campaigns
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
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)
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
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
play_circle_filled Crowdsourced Rapper Projects
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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