Category
Tech
Delegated Interfaces
Trend cluster
Category
Branded
Challenge
Brands use the mobile interface as a platform to challenge consumers.
3.8
Trend score
Trend
What is the Branded Challenge trend?
Branded Challenge: 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.
Trend themes
Themes within the Branded Challenge trend
Three behaviours holding the trend together01
Gamification
Apps that use gamification to incentivize exercise or completion of tasks could be used in various industries to encourage user engagement and loyalty.
02
Trivia and Quiz Marketing
Trivial mobile apps can be used as a marketing hook to promote brand awareness and incentivize consumers.
03
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
What the Branded Challenge trend means for industry
Where the trend changes the playbookFor
Fitness and Wellness
By gamifying fitness, brand loyalty can be increased as mobile games encourage users to exercise and track progress.
For
Marketing and Advertising
Trivia apps can be used by companies to increase brand awareness and incentivize user interaction.
For
Events and Entertainment
Digital scavenger hunts could be used at events or for promoting tourism around a city, increasing engagement and visibility for brands.
Workshop question
In what ways could your brand incorporate competitive elements into your consumer experience?
Trend signals
Trend signals for Branded Challenge
Trend score 3.8 out of 10, from popularity 65%, activity 40%, freshness 8%.
Popularity65%
Activity40%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Branded Challenge trend
6 featured examples from Oct 10, 2014 to Nov 11, 2015CategoryTech
Branded Workout Challenges
Nike's Better For It Challenge Gets People Fit in 90 Days
Disruptive Innovation Opportunity: Design a fitness app that combines the features of both Nike+ Training Club App and Nike+ Running App, offering a comprehensive platform for use…
CategoryTech
Branded Trivia Apps
gameit's Multiple Choice Quizzes Offer Discounts for Winners
The gamification of mobile advertising offers disruptive innovation opportunities for brands to engage with audiences in a more interactive way.
CategoryLifestyle
Workout-Converting Game Rewards
This Gamified Fitness App Offers In-Game Bonuses for Exercise
As the global health and wellness market continues to grow, fitness and health apps have the potential to disrupt traditional gym memberships.
CategoryTech
Chip Showdown Apps
This Doritos' Ketchup Chips Challenge Tests a Phone User's Patience
Snack food companies can leverage limited edition releases and interactive apps to attract and engage consumers.
CategoryAutos
Urban Survival Competitions
Mercedes-Benz Challenged 3,000 People to an Urban Hunt in Zurich
Car brands can leverage urban hunts as a way to display their latest models and showcase the performance of their vehicles.
CategoryTech
Active Murder Mystery Apps
This Audio Game Makes Players Walk and Do Puzzles to Solve the Mystery
Exploring innovative gameplay concepts that blend physical activity with interactive storytelling.
