Category
Lifestyle
Assisted Choices
Trend cluster
Category
Creative
Corivalry
Using contests and competitions to get consumers to engage with a brand.
4.0
Trend score
Trend
What is the Creative Corivalry trend?
Creative Corivalry: Humans are innately competitive, constantly struggling to prove themselves in battles of dominance. Contests are huge opportunities to engage consumers and encourage brand interaction. Challenges can range from designing logos, to Photoshop contests, to creating art out of branded cans.
Trend themes
Themes within the Creative Corivalry trend
Three behaviours holding the trend together01
User-Generated Design Contests
Brands like Mazda, HUGO Fragrances, Google, Diesel, Dr Martens, Converse, and Red Bull have launched competitions that invite their customers to create marketing materials that they will use. This trend promotes brand engagement and loyalty and creates an opportunity for free and fun advertisement.
02
Environmental and Upcycling Contests
The annual Red Bull Art of Can Exhibition and Power tool racing contests are just some examples of Eco-themed contests promoting recycling, responsible use, and sustainability. These also promote environmental awareness and education that can be taken advantage of by Eco-friendly brands.
03
Music Mashup Contests
Brands like Samsung have launched competitions for creating original music for their advertisements or events. These give aspiring artists an opportunity to showcase their talent globally, but they also engage the community and offer them a chance to participate in brand-making decisions.
Industry implications
What the Creative Corivalry trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
The outputs of these contest trends impact the marketing and advertising industry, from visuals to music and sound design. Thus, practicing brands can explore these contest concepts to innovate their strategies.
For
Fashion and Lifestyle
Different contests showcase the potential of user-generated content as manifested in art, fashion, and design. Hence, fashion and lifestyle brands may consider these concepts to involve the community in determining their next product line.
For
Design and Innovation
Design contests from Mazda, Google, Diesel, and Dr. Martens may inspire the design and innovation industry to create innovative design opportunities and win-win projects for brands and talented creatives.
Trend signals
Trend signals for Creative Corivalry
Trend score 4.0 out of 10, from popularity 48%, activity 65%, freshness 8%.
Popularity48%
Activity65%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Creative Corivalry trend
11 featured examples from Nov 13, 2007 to Aug 8, 2008CategoryAutos
Concept Car Contest on Facebook
Mazda Design Challenge
Integrating creative design challenges into the product development process to engage with customers.
CategoryAutos
Citroen Design Competition
Citroen Sledge Wins C-Design Contest
Auto manufacturers can explore alternative uses for their parts to reduce waste and expand their product offerings.
CategoryArt & Design
Design a Doc
Dr Martens FREEDM Contest
Disruptive innovation opportunity: Introduce unconventional footwear designs that challenge industry norms and captivate fashion-forward consumers.
CategoryFashion
All-Star Show Design Contest
Converse Chuck Taylor MyChucks Competition
Opportunity for disruptive innovation in the footwear industry by leveraging user-generated designs and collaborative design competitions to create personalized and unique product…
CategoryFashion
Giant Urban Artvertising Contest
Diesel Wall
Fashion brands utilizing urban artvertising to showcase their brand and engage with a wider audience.
CategoryMarketing
ArtVertising II
'HUGO Create' Contest
Fragrance companies like HUGO can use artistic contests and collaborations to reinvigorate interest in their products.
CategoryEco
High-Energy Art Contests
Red Bull Art of Can (UPDATE)
Disruptive innovation opportunity: Merge art and environmentalism by creating art installations that convey important messages about sustainability and conservation.
CategoryPop Culture
Design Google's Logo
Doodle 4 Google Competition
Opportunity for agencies to offer interactive logo design services to clients to enhance their brand presence and customer engagement.
CategoryAutos
Incredibly Bizarre Competitions
Power Tools and Household Item Racing
Manufacture high-performance power tools specifically designed for racing competitions.
CategoryTech
User Generated Soundtracks
Samsung F400 Ad Contest
The telecommunications industry can adopt user-generated advertising to source creative content and better engage their customers.
CategoryFashion
Inviting Customers to Report on Fashion
H & M's Tokyo Next Contest
Fashion retailers can leverage customer-driven reporting to enhance brand engagement and increase loyalty.
