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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?
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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?
5.7
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?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Cash-Awarding Fitness
Fitness apps are now paying customers to exercise while using their apps
Trend - Brands are launching fitness apps that offer cash rewards for achieving fitness milestones. The activities range from walking to live-streamed fitness and encourage consumers to meet their goals for tangible rewards.
Workshop Question - How can your brand leverage rewards to incentivize consumers?
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dance Marketing
Companies are leveraging social media dance popularity for marketing campaigns
Trend - Many companies are increasing their presence on video-based social media apps with popular viral dances. These companies are frequently using these platforms to launch marketing campaigns with dancing elements. Often times these campaigns will reward consumers for their participation with discounts.
Workshop Question - How can your organization foster engagement with users of social video apps?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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?
5.5
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?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gen Z Globalism
Tourism brands on TikTok focus 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?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Socialized Dating
Dating apps integrate friend-based features to boost matches
Trend - Brands in the business of creating dating apps are aiming to establish trustworthy connections by using friendship as a basis for matchmaking. Whether facilitating friendships first between potential matches, or using existing friends to vouch for users of the apps, these brands are prioritizing authentic connections.
Workshop Question - How could your brand align longstanding values with technological changes in its space?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bold Unbranding
Big brands opt for no logos to showcase the weight and relevance of their brand
Trend - As efforts toward greater authenticity and brand loyalty continue to thrive, we're seeing a rise in unbranded, logo-less tactics–often from well-known companies. Not necessarily looking to move away from heritage or legacy, these brands are relying on the iconic imagery, aesthetics or references to their products to connect with consumers. These unbranded examples are serving to create more approachable identities for brands, allowing consumers to better connect with product references and emotional connections.
Workshop Question - How might you better connect with consumers through more subtle, unbranded tactics?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Generational Calendar
Emerging calendar apps are catered to the lifestyles of younger generations
Trend - Organizational apps are being designed specifically to ease and streamline Millennial and Gen Z's day-to-day routines. With functions that include everything from story-driven layouts to focusing on planning real-life interactions, these apps are able to tap into the various habits and motivations of younger generations.
Workshop Question - How could your brand tweak its product/service to better suit Millennial and Gen Z preferences?
4.9
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?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends