Brands use creativity-based contests to enhance consumer interaction
Implications - Interaction on a game-based level often skims the surface of customer engagement, while interaction on a creativity-based level can go much deeper. Thus, more brands are grabbing consumer attention by creating contests and challenges that ask consumers to be inventive and artistic. By allowing them to exercise their creativity, brands can engage customers in such a way so as to build positive brand awareness, association and even loyalty. Further, the proliferation of social media makes such campaigns even more effective, as they encourage contest participants to share their creations, further spreading the word and campaign message.
Trend Themes
1. Creativity-based Contests - More brands are using creativity-based contests and challenges to engage customers on a deeper level, thereby building positive brand awareness, association, and loyalty.
2. Crowdsourced Design - Design contests that encourage creatives to form duos, teams or collaborate for a common cause, leading to exclusive and unique designs that could become Limited Edition or have their names on it.
3. User-generated Advertising - Advertising campaigns that source user-generated content through Instagram or Facebook contests to showcase brand products such as Toyota Yaris while promoting a dynamic and smart personality.
Industry Implications
1. Fashion and Apparel - Design contests, such as Dolce & Gabbana or New Era, offer an opportunity for upcoming artists and students to showcase their designs, customized or not, for a prize and public exposure.
2. Automotive - Automaker contests using hashtags on social media platforms or music video creation, such as the Toyota Outsmart Shout Out campaign, aim to promote a dynamic and smart personality of the brand through interactive and audience-centered campaigns.
3. Advertising and Marketing - Through user-generated content and creativity-based contests, advertising and marketing agencies can increase brand engagement, loyalty and awareness by rewarding and showcasing talented creatives and user-generated content from the target audience.
10 Featured, 76 Examples:
670,522 Total Clicks
Date Range:
Mar 11 — Jan 12
Trending:
Average
Consumer Insight Topics:
