Brands use the mobile interface as a platform to challenge consumers
Implications - In an attempt to improve consumer-brand relationships and heighten overall engagement, brands have developed apps that pose specific challenges to users. This type of branded activity reveals that consumers not only enjoy engaging and completing tasks, they also like being rewarded for their efforts.
Workshop Question - In what ways could your brand incorporate competitive elements into your consumer experience?
Trend Themes
-
Gamification — Apps that use gamification to incentivize exercise or completion of tasks could be used in various industries to encourage user engagement and loyalty.
-
Trivia and Quiz Marketing — Trivial mobile apps can be used as a marketing hook to promote brand awareness and incentivize consumers.
-
Urban Digital Scavenger Hunt — Digital scavenger hunts could be used to create buzz around a brand or event in a fun and interactive way.
Industry Implications
-
Fitness and Wellness — By gamifying fitness, brand loyalty can be increased as mobile games encourage users to exercise and track progress.
-
Marketing and Advertising — Trivia apps can be used by companies to increase brand awareness and incentivize user interaction.
-
Events and Entertainment — Digital scavenger hunts could be used at events or for promoting tourism around a city, increasing engagement and visibility for brands.
