While branded contests are nothing new, these types of company-sponsored competitions have taken a new shape in response to changing consumers habits. Indeed, the simple sweepstakes of the past have been replaced with more engaging and interactive competitions that seek to engage consumers in new and exciting ways.
In recent years, contests that involve crowdsourcing new ideas have become extremely popular -- particularly among food and beverage brands. For example, Quaker's Bring Your Best Bowl contest gave fans a chance to choose the next flavor of instant oatmeal from the brand by submitting their own recipes. Nabisco launched a similar contest called My Oreo Creation, which asked fans to choose the newest cookie flavor and enter to win a trip to New York City.
Beyond the crowdsourcing model, many branded contests now feature experiential elements. This means that fans get to interact with the brand in a more hands-on way in order to claim their prize. Examples of experiential contests include the Coors Light Games and Columbia Sportswear's Agent of Tough competition.
45 Examples of Branded Contests
From Fan-Picked Oatmeal Promotions to Fast Food Vacations:
Katherine Pendrill — May 30, 2017 — Marketing
45
Board Game Pop-Up Hotels
The McDonald's Monopoly Hotel Publicity Campaign Brings the Game to Life
44
Nap Room Contests
Casper's Nap Like a Boss Campaign to Help Companies Get Better Sleep
43
Fast Food Vacation Experiences
Taco Bell Let Fans Stay in One of Its Restaurants as a SteakCation
42
Fan-Picked Candy Flavors
The 'Flavor Vote' Promotion Allows Fans to Choose the Next M&M’s Flavour
41
Branded Backyard Beer Tournaments
The Coors Light Games is a Two-Day Ultimate Party Experience
40
Shark-Infested Underwater Bedrooms
This Airbnb Aquarium Suite is the Brand's Latest Contest
39
Cereal-Rewarding Competitions
Kellogg's Launched the #UtterCrunchyNutter to Find its Nuttiest Fans
38
Mustachioed Social Media Campaigns
The #JeepStacheContest Rewards Those with Movember 'Staches
37
Online Cookie Flavor Competitions
My Oreo Creation Asks Social Media to Ideate the New Oreo Flavor
36
Traveling Tea Photo Contests
David's Tea Kicked Off Its #TeaTravels Marketing Campaign
35
Beauty-Based Pollution Campaigns
This Map Shows Where Pollution Anti-Aging Products are Being Used
34
Crowdsourced Retail Photo Galleries
The IKEA Wonderful Everyday Contest Highlights User Photos
33
Disney Princess-Themed Aircrafts
This Airline Design & Promotion is Inspired By Disney's 'Moana'
32
Edible Gold Pizzas
The Golden Garlic Knots Pizza Celebrates the Anniversary of the Super Bowl
31
Holiday Food Photography Contests
CyberLink's Foodies & Photographs Contest Rewards Holiday Bakers
30
Savory Instant Oatmeals
Quaker's Newest Flavor Introduces Apple-Cheddar Savory Oats
29
Immersive Selfie Towers
Toronto's Largest Selfie Campaign Was Hosted by CF Toronto Eaton Centre
28
Gamer-Targeted Pizza Promotions
Pizza Hut is Giving Out a Custom Xbox One S Controller This Season
27
Crowdsourced Chocolate Shipping Contests
Hershey's Latest Contest Aimed to Solve a Shipping Issue
26
Anti-Bullying Deodorant Scholarships
The Secret Mean Stinks Campaign Combats Girl-to-Girl Bullying
25
Bridal Footwear Pinboards
Aldo Engaged Brides on Pinterest with a Wedding Footwear Contest
24
Burger-Naming Contests
This Chain is Giving Fans an Opportunity to Name Its New Burger
23
Crowdsourced Snack Bar Flavors
KIND is Inviting Fans to Vote for a New Flavor with 'Raise the Bar'
22
Olympic Video Game Giveaways
Nintendo is Celebrating the Olympics with a New Game for Wii U
21
Electronic Brand Olympic Campaigns
The Panasonic #YallaRio Contest will Send Raffle Winners to Rio
20
Gamified Beverage Promotions
Nurishment Original's 'Anniversary Arcade' Contest Offers Tech Prizes
19
Fan-Crafted Seasonal Pizzas
'The Petra' is a Brand New Dish Created by a Loyal MOD Pizza Customer
18
Carbonated Cocktail Contests
The Grey Goose Vodka Pour Masters Competition Featured Fizzy Drinks
17
Oral Health Challenges
Listerine is Trying to Reverse Early Gum Disease and Promote Their Product
16
Creative Dessert Contests
This 'Doughnut Flavor Craze Contest' Offers Prizes for New Flavor Ideas
15
Fan-Picked Oatmeal Promotions
Quaker’s New Contest Lets Fans Pick the Next Instant Oatmeal Flavor
14
Celebrity-Endorsed Donut Promotions
Krispy Kreme's Shaq-or-Treat Promotion Celebrates Halloween
13
Festive Donut Promotions
The #DDCoffeeJoy Contest Asked Customers to Share Dunkin' Donuts Moments
12
Photogenic Garden Contests
Pennington's Lawn & Garden Envy Contests Offer Prizes to Facebook Fans
11
Experiential Brew Contests
Hooch's Drinking Campaign Urges Consumers to Hunt for an "H"
10
Actor-Inspired Cocktails
Mott's Clamato Held a Contest with Dan Levy for National Caesar Day
9
Cinematic Frozen Yogurt Contests
This Contest Offers the Chance to Win a Private Screening
8
Surprise Travel Sweepstakes
Tequila CAZADORES is Hosting an 'Unscripted' Summer Travel Contest
7
Crowdsourced Rebranding Campaigns
Barefoot Bucha Used Fan Input to Rebrand as Blue Ridge Bucha
6
Weekly Mobile Perks
'T-Mobile Tuesdays' Gives Members Access to Savings and Freebies
5
Jazz-Honoring Whiskey Contests
This Jack Daniels Contest Asks Consumers to Toast to Frank Sinatra
4
Resilient Consumer Contests
Columbia Sportswear is Recruiting an 'Agent of Tough' in Canada
3
Child Baker Programs
'I Am Chef Haagen-Dazs' Offers Fun and Educational Child Cooking Lessons
2
Promotional Holiday Giveaways
Bass Pro's 'Countdown to Christmas' Campaign Featured Big Prizes
1
Rice-Oriented Cooking Contests
The 'Rice to the Occasion' Contest Involves Minute Rice Recipes
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1UP Candy's Kit Challenges Sour Candy Fans to Keep a Straight Face
Freshly Rebranded Frozen Drinks
Slurpee's Bold New Identity and Mascot Speak to Gen Z
Refreshed Colorful Candy Brands
Elmwood Reinvents the New Skittles Branding Update
Ketchup Dispenser Billboards
'Smack for Heinz' Helps Fans Complete Meals with a Favorite Condiment
Healthy Breakfast Rebrands
Flourish Presents a New and Visually Bold Brand Identity
Spelling-Error Campaigns
Jimmy Dean's Breakfast Ads Help Child Literacy with Misspelling Scramble
Modernized Coffee Product Branding
Nescafé Branding Has Been Overhauled for a Refreshed Profile
Restaurant-Inspired Frozen Foods
These New Conagra Brands Frozen Foods Include Over 50 Options
Online Merchandise Storefronts
The Panera Shop Gives Access to Bread-themed Apparel & Carb-Couture
Cereal-Scented Nail Polishes
The Nails.INC x Froot Loops Collection Smells Sweet & Fruity
Convention-Challenging AC Campaigns
Samsung's WindFree Ad Stars a Savvy Grandma-Fluencer
Personalized Digital Playgrounds
Pringles Poptopia is an Immersive, Engaging Experience for Fans
Craveable Soda Packaging
Sprite is Reviving Its Obey Your Thirst Campaign for a New Generation
Experiential Mental Well-Being Events
Batiste's Refresh & Reflect Events Connect & Uplift Students
Gen Z-Targeted Fruit Snacks
Gushers and Fruit by the Foot Received Logo Refreshes
Sports-Centric Digital Collectibles Platform
Sweet Took Part in the Launch of NHL Breakaway
Shareable Golden Biscuits
Nutella's #BiscuitsNBesties Celebrates Social Activity Groups
Gamified Cookie Packs
Oreo Pac-Man Cookies Come in Scan-to-Play Packaging
Seasonal Autumn Treats
Target Launches a Fall-Themed Private Label Sweets Collection
Springtime Holiday Cereal Branding
Lucky Charms Limited-Edition Packaging is Here for Spring
CPG-Inspired Ice Creams
The Ice Cream Project by Anya Hindmarch Features Flavors Like Frozen Peas
Smart Shopping Cart Ads
Instacart Unveiled Ads for Its AI-Powered Caper Carts
Branded Snack-Themed Giveaways
Yasso Introduces the Snack-It Racket for National Snack Day
Cartoon Underdog Soda Campaigns
Tractor Beverage Company Launches a Moving New Campaign
Scented Fast Food Billboards
McDonald's Set Up a French Fry-Scented Billboard
Artful Alkaline Waters
Bored & Thirsty Champions Self-Expression & Interactive Packaging
Confetti-Filled Snacking Commercials
Frito-Lay Launches the Taste of Super Bowl Campaign
Supersized Delivery Sweepstakes
DoorDash's Big Game Ad Shares Stuff from All the Ads with a Winner
Environmental Eating Campaigns
#KnorrDaretoTry Challenges Gen Z to "Eat for Good"
Scannable Snack Charity Campaigns
This Pringles Movember Campaign Updates the Brand's Mascot
Healthy Lifestyle Reward Promotions
The Chipotle No Quitters Challenge Was Created with Strava
Fancy Food Contests
Popeyes is Enticing Gen Z Aboard Its "Yachtsteraunt"
Rugged Legacy Beer Campaigns
Coors Banquet Reinvigorates Start Your Legacy Campaign
Food Truck Billboards
McDonald's Transformed Billboards into Digital Food Truck Displays
Rewarding Peanut Butter Cups
Reese’s Medals are Making Their Debut Ahead of the Paris Olympics
AR Yogurt Packaging
Chobani's Interactive Yogurt Packaging Engages Snackers for Halloween
Connected Beer Jerseys
Miller Lite's Running of the Beer Ads Turns Fans into Walking Billboards
Redesigned Organic Brand Packaging
Albertsons Unveiled a New Packaging Profile for O Organics
Vegas-Inspired Dining Experiences
Tost by Tostitos is an Exclusive Super Bowl Pop-Up
Nostalgic Flavor Campaigns
Knorr Introduces the Taste of Home Campaign
Co-Branded Daylight Savings Giveaways
Klondike & Instacart Unveil a Surprise This Daylight Savings
Cringe-Worthy Photo Campaigns
Sour Patch Kids is Challenging Fans to Choose "Cringe or Candy"
Rebranded Offbeat Sodas
Dr Pepper's New Cans and New Campaign Embrace Weirdness
Gen X Candy Campaigns
Klondike's Bar-cade Campaign Engages Gen X Consumers
Festive Savory Snack Ads
Frito Lay Canada is Encouraging Canadians to Leave Out Chips for Santa
Mystery Milk Beverages
Milk2Go's Mystery Flavour Challenges Canadians to Guess the Newest Release
Fan-Made Merch Stores
The Wonder Shop Shares a Mix of Creator-Made Goods and Recipes
Snack Cake Popcorn Snacks
Hostess Created Popcorn for Its Twinkies and Ding Dongs Brands
Consumer-Driven QSR Burger Contests
The Burger King Million Dollar Whopper Contest is On Now
Food Pairing Soda Campaigns
The 'Better with Pepsi Max' Campaign Depicts Elevated Experiences
Product Exploration Retailer Tools
These New Instacart Discovery Tools Connect Brands to Retailers
Dramatized Caramel Candy Ads
Reese's Big Game Ad Shows Exaggerated, Relatable Reactions to Change
Ketchup Obsession Campaigns
'It Has to Be Heinz' Spotlights Fans' Intense Love of Heinz Products
Virally Inspired Frozen Entrees
Counter Creates Macro-Balanced Frozen Foods with Content Creators
Tongue-In-Cheek Soda Campaigns
Pepsi Jokes at Coca-Cola in It's Tastes Better Campaign
QSR Brand Movie Promotions
Dairy Queen Canada Has Launched the Blockbuster Blizzard Treat Giveaway
Beverage Brand Music Contests
White Claw is Giving Canadians the Chance to Perform at AltiTunes
Candid Celebration Campaigns
Edible's "There's an edible for That" Celebrates Even Awkward Moments
Toaster Pastry Prediction Platforms
Prop-Tarts Challenges Pop-Tarts Fans' Intuition
Gen Z Waffle Campaigns
The Belgian Waffle Co Targets India's Gen Z Community Using Palak Tiwari
Artistic Multi-Beverage Ads
The Coca-Cola Family is Spotlighted in this Unique Ad
Nutrition-Focused Protein Product Branding
The New Pure Protein Branding is Bold and Eye-Catching
Cookie-Twisting Commercials
The OREO Super Bowl 2024 Spot Revisits Pivotal Moments in History
Cereal Bar Game Sets
Treat. Eat. Compete. Turns a Family-Favorite Snack into a Game
Virtual Car Meetups
7-Eleven is Inviting Fans to Meet Virtually in Fortnite
Collegiate Esports Tournaments
Coca-Cola and McDonald’s Extend their Partnership with Brag House
Early Christmas Decoration Contests
Oreo Will Reward Festive Fans Who Decorate Early This Year
Influencer Snack Bar Campaigns
Nature Valley Launches a Social-Oriented Digital Marketing Campaign
Spooky Seasonal Soda Promotions
This Fanta Halloween Promotion Offers the Biggest Rewards Yet
Syrup-Inspired Coffees
IHOP & Kraft Heinz Collaborated on Pancake-Inspired Coffee
Summertime Americana Chip Branding
The Pringles Fourth of July Branding is Patriotic
Gamified Burrito Campaigns
Chipotle Launches Wordle-Inspired Game for Fans to Win Free Burritos
Rebranded Snack Packaging
Graze Debuts a New Brand Identity for Easier Identification on Shelves
Expansive Spicy Snack Rebrands
The Flamin' Hot Brand Branches Off to Perform Standalone
Remixed Spiced Cheese Snacks
These Frito-Lay Snacks Include New and Returning Flavors
Creator-Celebrating Campaigns
The Frito-Lay My Joy Campaign Celebrates Creators of All Backgrounds
Themed Heart-Shaped Chips
Japanese Snack Brand Calbee Unviels its Valentine's Day Chips
Gamer-Targeted Snack Promotions
Doritos and Xbox Partnered to Celebrate the Release of Starfield
Condiment-Celebrating Hot Dog Ads
HEINZ Just Launched the 'Hot Dogs are Not a Contest' Movement
Retailer Football Food Ranges
The Kroger Big Game Snack Range is Being Launched for Fans
Branded Tailgate Contests
Bush's Baked Beans and Peyton Manning Debut Tailgate Contest
One-Cent Soda Promotions
The Wendy's Penny Pops Promotion Offers Almost Free Refreshments
Australian Yogurt Campaigns
Yoplait Launches a New Platform and Marketing Campaign with AJF
Springtime Snack Cake Promotions
The Mr Kipling and Cadbury Cake Easter campaign is Familial
Specialty Drink Community Hubs
The Oatbox FOAMO Club Shares Exclusive Events, Pro Tips and More
Complimentary Pizza Soda Promotions
Coca-Cola 'Love Pizza? Win a Pizza' Offers Domino's Vouchers
Playful Baked Good Branding
Whaoo! Filled Crêpes Have Been Rebranded to Target Parents
Flame-Grilled Billboards
This Fiery Billboard Promotes the Flame Grilled Whopper-Flavored Doritos
Sustainable Future Contests
The Samsung Solve for Tomorrow Contest Empowers Young Minds
First-Taste Burger Boxes
McSpicy x Frank's RedHot Released "the Hottest Drop"
Cheeky Hangover Contests
Q Mixers Challenges People to Overcome the Hangover Fear
Cookie-Inspired Nut Butter Bites
Skippy and Girl Scouts Created a Trio of Co-Branded Snack Bites
Flavor-Infused Breakfast Pastries
These New Eggo Flavors Focus on Classic Recipes and Tastes
Hilarious Fandom Cheese Campaigns
Beecher’s Handmade Cheese Launches First-Ever Paid Ad Campaign
Motivational Breakfast Ccampaigns
Quaker Canada Introduces '100 Reasons to Rise'
Personalized Grocery Billboard Campaigns
Tesco Ireland Gets a New Live-Prompt Campaign
Convenience Retailer Private Labels
These New 7-Eleven Private Label Products are Value-Minded
Rescue Pet-Supporting Campaigns
The Hershey Company Brought Back its 'Cadbury Bunny Tryouts'
High-Quality Chocolatey Marshmallow Treats
Mallow & Marsh Products Boast a Permissible Profile
Film Partnership Snack Campaigns
Ruffles and Fast X Partnered on a New Campaign
Collaboration Football Beer Branding
The Carling Emirates FA Cup Can is Limited-Edition
Consumer-Driven QSR Menu Offerings
This Burger King Vote Encourages Fans to Have Their Say
First-Access Fan Clubs
Curie's Sniff Club Shares Lab Samples with Members
Student-Focused Hand Washing Ads
SC Johnson Professional Launches 'Happy Hands Contest'
Concert Ticket Giveaways
Susiecakes Recently Ran a Contest, Featuring Taylor Swift Tickets
Spicy Eating Contests
The Spicy Hustle by Schlotzsky's is for a Couple with a Love of Spicy Food
Revamped Juice Overhauls
Ocean Spray Announces a Brand Overhaul with Modern Influences
Sitcom-Style Thanksgiving Campaigns
Whipshots & Patti’s Good Life Teamed Up to Make New Traditions
Deserted Island Billboards
Silk & Spice Set Up a Billboard for Fans to Go and Find
Playful Dating Experiment Campaigns
Kraft's Swipe Right for Mayo Campaign Social Experiment
Underrepresented Artist Snack Branding
The New SunChips Art Seen Packaging Celebrates 2023 Winners
Cooking Show Rewards Promotions
tcc Global Created a MasterChef-Themed Loyalty Rewards Promotions
Hobby-Funding Sweepstakes
Starburst's Pink Passion Protection Program Fuels Creativity with Cash
Guacamole Tailgating Sweepstakes
WHOLLY GUACAMOLE Brand Launches Ultimate Tailgating Sweepstakes
Affordable Clean-Label Groceries
Know & Love Offers Cost-Conscious, Clean Foods and Beverages
Stylish QSR-Backed Apparel
Panera Bread Unveils its New Menu-Inspired Merchandise Collection
Halloween-Inspired Retail Capsules
Target Debuts a New Private-Label Halloween Capsule for October
Billboard Design Competitions
Halo Burger is Hosting a Billboard Design Contest for a Scholarship
Branded Dairy-Free Initiatives
The Oatbox ResOATlution Challenge is Running Throughout January
Soda-Themed Airline Competitions
JetBlue and Pepsi are Raffling a Trip to Quito, Ecuador
Collaboration Cranberry Dessert Snacks
Ocean Spray Hershey's Cranberry Bites Come in Two Varieties
Plant-Based Yogurt Travel Promotions
This Bio&Me On-Pack Promotion Offers a Free Holiday
Griddled Food Fairs
The 2023 Iowa State Fair's Introduces 64 New Foods
Thermostat-Themed Snack Contests
Hot Pockets is Inviting People to Turn Up the Heat This Season
Comforting Oat Bar Ads
Humanaut Launches a Campaign for Bobo's, Highlighting Home-Baked Taste
Pizza-Themed Beer Promotions
This Old Golden Hen Promotion Offers Wood-Fired Pizza Ovens
Sea-Themed Travel Giveaways
SeaPak Launched the New See the Sea Contest to Show One Fan the Sea
Trick Shot Sweepstakes
ONE Brands Debuts the ONE Puffs Trick Shot Challenge Sweepstakes
Temporary Retirement Sweepstakes
Coors Light is Helping Adults to Experience the Retiree Life
Hot Sauce Branding Campaigns
Taco Bell is Letting Consumers Vote for Hot Sauce Sayings
Branded Small Business Contests
Staples Canada Honors Small Businesses with Boost My Biz Contest
Recipe Delivery Promotions
The Gousto The Battle of the Buns Range is Arriving with a Promotion
Sporty Cookie Catering Bundles
Crumbl is Launching New Game Day Catering Bundles for Sports Fans
Branding Trivia Games
Decode the Identity is a Playful Homage to Iconic Brands
New Year Sandwich Promotions
This Urban Eat On-Pack Promo Offers Hundreds of Prizes Up for Grabs
Seasonal Entertaining Campaigns
La Brea Bakery and Bread & Butter Wines Partnered for a Campaign
Parent-Focused TV Campaigns
NatureFresh's TV Campaign Explores How Active Parenting Benefits Kids
Retailer-Rewarding Brand Promotions
This PepsiCo Retailer Competition is Running in the UK
Back-to-School Loyalty Sweepstakes
The Good Rewards Anniversary Sweepstakes is Launching Now
Festive Chip Campaigns
KETTLE Chips' Christmas Campaign Features 24 Days of Prizes