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Interactive Consumer Insights

Boozy Creative
Alcohol brands launch artist-centric events to attract a more diverse audience
Trend - As a marketing tactic, alcohol brands are partnering with musicians and artists for special events. These tend to be either one-off collaborations or part of a series. The activations are often open bar and have the potential to draw a younger crowd who is looking for events that encourage creativity.

Insight - Millenial and Gen Z crowds demand one-of-a-kind experiences from brands as their consumption habits favor authenticity and transparency more so than previous generations. Often, these expectations are not unreasonable and can be seamlessly integrated into the experience of the product itself. These changes stem from a rising consumer desire to be connected to culture and creativity while engaging with brand experiences.
Workshop Question - What kind of activation can strengthen the consumer perception of your brand?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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.

Insight - Social media allows for increased consumer engagement, especially when it comes to Millennial and Gen Z demographics. As a result, young consumers become much more prone to respond and engage with brands on platforms that enable interactive modes of sociability. As the marketed product becomes integrated with entertainment and the user's personal brand, consumers are encouraged to express themselves in different ways, with the product in mind, creating a more immersive experience.
Workshop Question - What social media platform would best suit your company's marketing needs?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Delivery Marketing
Brands use limited time delivery offers to market specific products
Trend - Tapping into the popularity of delivery services and how commonplace they've become in consumers' lives, brands are promoting products through limited-run delivery offers. Providing both a low-friction experience for the consumer as well as a sense of novelty, this marketing approach mixes many different forces to create a memorable experience.

Insight - Consumers are increasingly concerned with convenience as they become accustomed to smart technology that empowers them through their daily routines–whether that's in their personal or professional lives. Thus, when choosing which brands to be loyal to, consumers value brands that prioritize a streamlined and simple purchase journey.
Workshop Question - What are some ways you could use delivery marketing as a way to get consumers interested in your brand's offerings?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Promotional 8-Bit
Brands launch 8-bit games that highlight particular features or programs
Implications - 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. This progression speaks to the ability of such nostalgia-driven interactive campaigns to be sufficiently memorable, and which allow consumers to more accurately see themselves reflected in the aspirational lifestyle features of the brand in question.
Workshop Question - What retro tech experiences can you co-opt in order to create a memorable interactive campaign?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Shareable Selfie
Brands adopt innovative photo opportunities at events to boost social presence
Implications - Helping give a bigger social media boost to branded events, companies are investing in innovative alternatives to classic photo booths in the context of marketing activations. Aside from providing a memorable experience, this allows brands to also align themselves with innovative technology while boosting their online reach.
Workshop Question - How could you provide consumers with a more shareable experience?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Awareness Testing
Cancer testing takes the form of bold, in-your-face marketing experiences
Implications - More than just raising awareness, not for profit organizations are turning to activations and pop-ups that boldly encourage testing of certain diseases. Whether it be providing medical professionals on-the-spot to analyze patients or creating stunts that speak to the dangers of not getting checked out, these examples speak to not only the need to educate consumers on certain issues, but a desire to make awareness and engagement more convenient and accessible too all types of people.
Workshop Question - What types of social causes and initiatives does your brand support? How can you make that messaging more interactive and engaging for your audiences?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hyper-Sensorial Scent
Fragrances are marketed through unexpected and unconventional means
Implications - Due to the nature of the product, fragrances have long been a difficult product for marketers to accurately portray in advertising. Closing this gap between product experience and marketing, however, are highly experimental approaches to marketing fragrance, which focus on the senses by using any means necessary. Ranging from high-tech in-person experiences to scented stickers, this approach speaks to the ways in which consumers today appreciate and expect more sensorial experiences in general.
Workshop Question - What would a hyper-sensorial approach look like when it comes to the marketing around your offering?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Cafe
Brands expand their physical presence by creating branded cafe locations
Implications - As the fight against e-commerce continues to be a focus for brands, the pressure to create a worthwhile in-person experience increases. Supporting this focus on giving consumers a good reason to experience brands in person are experiential, branded cafes that exist either permanently in-store or act as a limited time pop-up experience. The outcome of this approach is to provide consumers with a sensorial experience as well as a chance to purchase tangible goods.
Workshop Question - If your brand were to create a consumer experience representative of itself, what would that look like?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
BTS Marketing
Brands showcase behind-the-scenes footage for more authentic marketing strategies
Implications - As consumer desire for authenticity grows, brands are swapping over-the-top aesthetics and grandiose budgets for more authentic, behind-the-scenes footage. Offering up exclusive content, brands are giving them a director’s point of view of how a campaign was made and the brand’s intended message to the consumer. Often more raw and emotional in nature, BTS footage represents a desire for real, unedited content, something that consumers are looking for no matter what platform or medium a brand may be communicating on.
Workshop Question - How can your brand be more open and transparent with your consumers? Are there elements of your internal processes and manufacturing that you could showcase?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Big-Ticket Vending
Vending machines evolve to sell bigger ticket items
Implications - No longer sticking to convenient, on-the-go items, brands are taking the vending machine experience to another level by offering more luxurious, big-ticket items. From car dispensing machines to those that offer pieces of art, these examples speak to the growing desire for not only convenient product experiences but also more streamlined ways to access items of greater value.
Workshop Question - Think of your most highest value item or service. What could you do to make it more streamlined and accessible to the average consumer?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends