Prosumer Prestige

Consumers go to great lengths to meet status-setting brand demands

Implications - Given the cultural shift that values experience over ownership, brands have begun to market products and services around exclusivity by asking consumers to "prove themselves" in some way. Often resulting in a memorable experience, this desire for brand-approved status showcases the consumer desire to cultivate communities around their interests, which is especially relevant to Millennials and even Gen Z. In addition to highlighting the ever-present pursuit of status regardless of what form it's in, this progression demonstrates that consumers are seeking a collaborative relationship with brands that allow them to contribute their own skills and expertise.
SCORE: 5.5
This Year and Mild Top 6 Examples: 6,776 Total Clicks Sep 15 - Apr 16
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Consumer Insight Topics: TechArt & DesignLifestyleDIYLuxury
Athletic Collection Workout Launches - H&M Poland Held an Immersive Fitness Event in Warsaw
SCORE: 5.6
Warm 4,133 Clicks Pub: Mar 21, 16
Athletic Collection Workout Launches
H&M Poland Held an Immersive Fitness Event in Warsaw
H&M Poland recently held an immersive marketing activation in the form of a fitness event that helped promote the brand’s new athletic wear collection. Held at a high school gymnasium in... [More]
Human Billboard Stunts - London's 'Survival Billboard' is a Promotional Stunt for Tomb Raider
SCORE: 6.1
Warm 1,259 Clicks Pub: Nov 12, 15
Human Billboard Stunts
London's 'Survival Billboard' is a Promotional Stunt for Tomb Raider
The ‘Survival Billboard’ is a sadistic marketing stunt for the new Tomb Raider video game. Eight participants have been chosen out of thousands of applicants to partake in a “... [More]
Speed-Testing Sneaker Billboards - Reebok's Running Challenge Gives Free Sneakers to Fast Runners
SCORE: 6.3
Mild 430 Clicks Pub: Mar 1, 16
Speed-Testing Sneaker Billboards
Reebok's Running Challenge Gives Free Sneakers to Fast Runners
This gamified billboard created for Reebok displays sneakers, while encouraging pedestrians to participate in a running challenge in order to receive free running shoes—only the fastest runner... [More]
Adventure Travel Brand Challenges - This Red Bull Challenge Will Have Teams Barter with Cans
SCORE: 4.7
Mild 631 Clicks Pub: Jan 20, 16
Adventure Travel Brand Challenges
This Red Bull Challenge Will Have Teams Barter with Cans
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Passport-Locating Challenges - The 'Passport Challenge' Rewards Those Who Can Find Their Documents
SCORE: 5.1
Mild 212 Clicks Pub: Mar 23, 16
Passport-Locating Challenges
The 'Passport Challenge' Rewards Those Who Can Find Their Documents
IKEA recently teamed up with Skype to launch the ‘Passport Challenge.’ With many people already turning to IKEA to meet their storage needs, this new campaign demonstrates just how... [More]
DIY Streaming Service Switches - The Netflix Switch Button Orders Food & Dims Lights for TV Watching
SCORE: 3.7
Untested 111 Clicks Pub: Sep 29, 15
DIY Streaming Service Switches
The Netflix Switch Button Orders Food & Dims Lights for TV Watching
The Netflix TV streaming service created the Netflix Switch button, which aims to enhance each the consumer’s viewing experience. Pittsburgh-based agency Deeplocal created this button that... [More]
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