# Creative Corivalry Using contests and competitions to get consumers to engage with a brand. By [Bianca](https://www.trendhunter.com/bianca), Brand & Innovation Strategist | Published Sep 15, 2008, updated Nov 19, 2009 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/creative-corrivalry-the-use-contests-and-competitions-to-get-consumers-to-e ## Key Figures - Trend score: 4.0/10 - Evidence articles: 11 ## 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. ## At a Glance - Evidence: 11 featured examples - Articles from: Nov 13, 2007 to Aug 8, 2008 - Published: Sep 15, 2008 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Gamification](https://www.trendhunter.com/megatrend/gamification), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Creative Corivalry trend ### 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. ### 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. ### 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. ## What the Creative Corivalry trend means for industry ### For 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 for Creative Corivalry Trend score 4.0 out of 10, from popularity 48%, activity 65%, freshness 8%. - Popularity: 48% - Activity: 65% - Freshness: 8% ## Examples of the Creative Corivalry trend 11 featured examples from Nov 13, 2007 to Aug 8, 2008. - [Concept Car Contest on Facebook](https://www.trendhunter.com/trends/facebook-mazda-design-challenge): Mazda Design Challenge (Category: Autos) Implication: Integrating creative design challenges into the product development process to engage with customers. - [Citroen Design Competition](https://www.trendhunter.com/trends/designs-use-only-car-parts-and-logo-the-citroen-design-competition): Citroen Sledge Wins C-Design Contest (Category: Autos) Implication: Auto manufacturers can explore alternative uses for their parts to reduce waste and expand their product offerings. - [Design a Doc](https://www.trendhunter.com/trends/dr-martens-freedm-contest): Dr Martens FREEDM Contest (Category: Art & Design) Implication: Disruptive innovation opportunity: Introduce unconventional footwear designs that challenge industry norms and captivate fashion-forward consumers. - [All-Star Show Design Contest](https://www.trendhunter.com/trends/mychucks): Converse Chuck Taylor MyChucks Competition (Category: Fashion) Implication: Opportunity for disruptive innovation in the footwear industry by leveraging user-generated designs and collaborative design competitions to create personalized and unique product… - [Giant Urban Artvertising Contest](https://www.trendhunter.com/trends/diesel-wall): Diesel Wall (Category: Fashion) Implication: Fashion brands utilizing urban artvertising to showcase their brand and engage with a wider audience. - [ArtVertising II](https://www.trendhunter.com/trends/hugo-create): 'HUGO Create' Contest (Category: Marketing) Implication: Fragrance companies like HUGO can use artistic contests and collaborations to reinvigorate interest in their products. - [High-Energy Art Contests](https://www.trendhunter.com/trends/high-energy-sculptures-red-bull-art-of-can): Red Bull Art of Can (UPDATE) (Category: Eco) Implication: Disruptive innovation opportunity: Merge art and environmentalism by creating art installations that convey important messages about sustainability and conservation. - [Design Google's Logo](https://www.trendhunter.com/trends/design-googles-logo-google-doodle-contest): Doodle 4 Google Competition (Category: Pop Culture) Implication: Opportunity for agencies to offer interactive logo design services to clients to enhance their brand presence and customer engagement. - [Incredibly Bizarre Competitions](https://www.trendhunter.com/trends/new-sport-evolves-racing-power-tools-and-household-items): Power Tools and Household Item Racing (Category: Autos) Implication: Manufacture high-performance power tools specifically designed for racing competitions. - [User Generated Soundtracks](https://www.trendhunter.com/trends/user-generated-adverts-website-gives-bands-the-chance-to-star): Samsung F400 Ad Contest (Category: Tech) Implication: The telecommunications industry can adopt user-generated advertising to source creative content and better engage their customers. - [Inviting Customers to Report on Fashion](https://www.trendhunter.com/trends/your-chance-to-report-hms-ginza-inauguration-hms-tokyo-next-contest): H & M's Tokyo Next Contest (Category: Fashion) Implication: Fashion retailers can leverage customer-driven reporting to enhance brand engagement and increase loyalty. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)