Using contests and competitions to get consumers to engage with a brand
Implications - 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
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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.
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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.
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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
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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.
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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.
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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.
11 Featured, 4 Examples:
126,442 Total Clicks
Date Range:
Nov 07 — Sep 08
Trending:
Warm
Consumer Insight Topics:
