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eLearning > Marketing > Brand Love > Module 5 / 5

How to Win Brand Love Through Addiction

Instructor: Hayley McGlone
Virtual & Augmented Technology
Download the Virtual & Augmented Technology Trend Report
The final module dives into addiction through the lens of Gamification. In this module, we see how brands are leveraging game dynamics to create a need to engage experience through social media platforms and how they build rewards programs.

Nearly 3x as many brands are looking to add elements of gamification for their customers to experience, which is reflective of the fact that 75% of consumers prefer brands that offer rewards. Tapping into brand addiction keeps consumers coming back time and time again.
Related Trend Report: Virtual & Augmented Technology
Workshop Question:
How could your brand leverage gamification to create brand addiction?
View Innovation Webinars
Featured Insights
Appified Challenge
Brands post challenges through Gen Z-dominant platforms as a form of marketing
Trend - Social media platforms like TikTok -- which allows users to post short-form video content, are beginning to be popular among marketers who strive to merge their strategies with entertainment and competitive user-generated content.
Workshop Question - What social media platform would best suit your company's marketing needs?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Adventure
Brands adopt interactive gaming experiences to entice consumers
Trend - Seeking to add more engaging moments to the retail experience, brands are adopting interactive gaming elements as a means to prompt excitement. Creating intrigue even prior to being on-site, these branded games and online adventures go beyond simply offering loyalty points or promotions, rather, they help create playful moments, interactions and instill brand presence among consumers who might not necessarily be as engaged.
Workshop Question - If you were to create a mobile game with your brand as the focus, what would that look like?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Gamified Info
Brands use gamified ways to raise awareness and spread information on COVID-19
Trend - With brands increasingly tackling false or misrepresented information surrounding the COVID-19 pandemic, some are offering gamified platforms to give people information on the crisis. These games and interactive platforms inform consumers with updates, or offer useful information on the steps consumers can take to protect themselves and others.
Workshop Question - How is your brand easing the psychological burdens associated with the current pandemic?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
In-Store Influencer
Brands are creating in-store influencer opportunities to increase engagement
Trend - Brands are inviting influencers to their brick-and-mortar retail locations for more interactive and engaging partnerships. These collaborations are often realized as consumer-facing marketing resources, or a way for the brand to help influencers supercharge their social media content.
Workshop Question - How might your brand engage influencers in the retail space?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gen Z Globalism
Tourism brands on TikTok focuses on connection and authentic everyday life
Trend - Tourism brands and initiatives are targeting younger generations by collaborating with social media platforms that are popular among Gen Z. TikTok–an app that's used to create and share short videos–is an especially important platform for this generation.
Workshop Question - How could your brand use interactive social media engagement to promote itself?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Promotional 8-Bit
Brands launch 8-bit games that highlight particular features or programs
Trend - A number of brands have recently launched interactive campaigns in the form of 8-bit video games that serve to educate individuals on brand developments and leave a lasting impression. The use of 8-bit games as promotional content can be seen across a number of industries including grocery stores, hotels, and TV series.
Workshop Question - What retro tech experiences can you co-opt in order to create a memorable interactive campaign?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Micro-Influence
Micro-blogging platforms allow consumers and influencers more control over content
Trend - Streamlined blogging and social apps are on the rise, as influencers look to better control the content they're able to create and sell, and as consumers look for content that's more personalized to their interests. With social apps like Instagram currently dominating digital culture, particularly among Millennials and Gen Z, creating spaces for smaller communities appeals to those looking for direct and genuine connections with peers and influencers.
Workshop Question - How could your brand establish authentic connections with its customers?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Social-Specific Edit
Editing platforms are created specifically for social media
Trend - With the rise of social media influencers, and consumers looking to become influential, have come editing tools that are specific to social media platforms. Such apps reveal how brands can take advantage of emerging consumer trends in order to offer niche, specialty products or services.
Workshop Question - Consider an emerging consumer ritual within your brand's area of expertise. How could your brand target that ritual?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
On-Demand Expertise
Apps offer consumers convenient access to experts across various industries
Trend - Apps and digital platforms that offer consumers quick access to experts in areas they're trying to build knowledge in, or gain something out of, are on the rise as consumers seek out effective ways to assess their lifestyles or achieve their personal goals.
Workshop Question - How could your brand offer its expertise to consumers through digital platforms?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Short-Form Expansion
The consumer-made video story expands outside of Instagram and Snapchat
Trend - The popularity of short-form video stories on Snapchat and Instagram has led to brands incorporating the same format into their campaigns, websites, or in the new platforms they create. These consumer-made stories appeal for their lack of structure, when compared to their more edited and formulaic long-form video counterparts.
Workshop Question - Where could your brand incorporate consumer-produced short-form video stories?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Augmented Design
Augmented reality is used to test a variety of design-related concepts
Implications - The popularity of augmented reality within the entertainment space is vast, however the technology is now increasingly incorporated into functional apps that allow for the testing of design concepts before consumers purchase or move forward with them. These apps strengthen consumer loyalty for the fact that they offer consumers the perception of choice and customization, rather than pressuring them to purchase the products being sold.
Workshop Question - Conceptualize an augmented reality app that could help test and improve consumer's path to purchase.
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends