# Appified Challenge Brands post challenges through Gen Z-dominant platforms as a form of marketing. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Nov 14, 2019 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/applied-challenge ## Key Figures - Trend score: 4.6/10 - Evidence articles: 6 ## What is the Appified Challenge trend? **Appified Challenge:** 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. ## The consumer insight behind the Appified Challenge trend 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. ## At a Glance - Evidence: 6 featured examples - Articles from: May 3 to Nov 13, 2019 - Published: Nov 14, 2019 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Gamification](https://www.trendhunter.com/megatrend/gamification), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Themes within the Appified Challenge trend ### Social Media Interactive Challenges Platforms like TikTok allow for increased consumer engagement, empowering consumers to interact with brands on a more personal level. ### In-App Shopping Sponsored hashtag challenges campaigns introduced on social media platforms with the in-app shopping feature create a more immersive and streamlined shopping experience for consumers. ### Digital Costume Contests Virtual costume contests hosted on social media platforms like TikTok are a fun and engaging way for brands to connect with consumers and encourage user-generated content. ## What the Appified Challenge trend means for industry ### For Retail Retail is one of the industries that can benefit from social media interactive challenges and in-app shopping by increasing brand engagement and creating a more seamless shopping experience for customers. ### For Food and Beverage The food and beverage industry can utilize sponsored hashtag challenges and digital contests on social media platforms to generate excitement and buzz around new products, while also increasing brand resonance and engagement. ### For Marketing and Advertising With the rise of social media interactive challenges and digital contests, marketing and advertising professionals can help their clients create innovative campaigns that not only increase brand awareness but also elevate consumer engagement. ## Workshop question What social media platform would best suit your company's marketing needs? ## Trend signals for Appified Challenge Trend score 4.6 out of 10, from popularity 77%, activity 54%, freshness 9%. - Popularity: 77% - Activity: 54% - Freshness: 9% ## Examples of the Appified Challenge trend 6 featured examples from May 3 to Nov 13, 2019. - [In-App Outfit Challenges](https://www.trendhunter.com/trends/outfit-challenge): UNIQLO UT & TikTok Created the #UTPlayYourWorld Campaign (Category: Marketing) Implication: The #UTPlayYourWorld campaign by UNIQLO UT illustrates the potential for fashion retailers to engage customers through interactive online campaigns and user-generated content, inc… - [Social Media Snack Challenges](https://www.trendhunter.com/trends/simple-crunch-bars): Kind Launched a TikTok Challenge Promoting Its Simple Crunch Bars (Category: Lifestyle) Implication: Snack food brands can leverage social media trends to create innovative marketing campaigns that resonate with their target audience. - [Mexican Eatery Hashtag Challenges](https://www.trendhunter.com/trends/hashtag-challenge): The #ChipotleLidFlip is Chipotle's First Campaign on TikTok (Category: Lifestyle) Implication: Fast-casual restaurants, like Chipotle, can leverage TikTok campaigns to reach a younger audience and drive customer engagement. - [Digital Costume Contests](https://www.trendhunter.com/trends/boorito): Chipotle's #Boorito TikTok Contest Invites Users to Show Transformations (Category: Marketing) Implication: The fast food industry can leverage online costume contests to drive customer engagement and increase brand loyalty by offering exclusive discounts and incentives. - [Back-to-School Hashtag Challenges](https://www.trendhunter.com/trends/campaign-on-tiktok): Kroger's Campaign on TikTok Has College Kids Share Dorm Rooms (Category: Marketing) Implication: In-app shopping on TikTok opens up new possibilities for retailers to connect with consumers and drive sales through a popular social media platform. - [Social Media Costume Challenges](https://www.trendhunter.com/trends/costume-challenge): Fanta and TikTok are Inviting Users to Make Bold Choices (Category: Marketing) Implication: Beverage companies can leverage social media campaigns and influencers to drive engagement around new product launches or seasonal promotions, like Halloween-themed campaigns. ## Recent trend clusters - [Festive Fusions](https://www.trendhunter.com/protrends/festive-fusions) (Lifestyle) - [Engineered Layers](https://www.trendhunter.com/protrends/engineered-layers) (Fashion) - [Embedded Intelligence](https://www.trendhunter.com/protrends/embedded-intelligence) (Tech) - [Crafted Timepieces](https://www.trendhunter.com/protrends/crafted-timepieces) (Luxury) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Marketing](https://www.trendhunter.com/marketing)