Category
Tech
Automated Upkeep
Trend cluster
Category
Creative
Engagement
Brands use creativity-based contests to enhance consumer interaction.
3.3
Trend score
Trend
What is the Creative Engagement trend?
Creative Engagement: 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
Themes within the Creative Engagement trend
Three behaviours holding the trend together01
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.
02
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.
03
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
What the Creative Engagement trend means for industry
Where the trend changes the playbookFor
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.
For
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.
For
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.
Trend signals
Trend signals for Creative Engagement
Trend score 3.3 out of 10, from popularity 47%, activity 44%, freshness 8%.
Popularity47%
Activity44%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Creative Engagement trend
10 featured examples from Mar 27, 2011 to Jan 29, 2012CategoryMarketing
Crowdsourcing Design Duos
Heineken Limited Edition Design Challenge Chooses Paired Concepts
Beverage companies can leverage crowdsourcing and virtual partnerships to create unique, limited edition packaging designs that resonate with consumers.
CategorySocial Good
Student Shoe Design Contests
Vans Custom Culture 2011 Lets Kids Display Talent Competitively
Footwear companies can host design contests to engage with young consumers and showcase new designs.
CategoryArt & Design
Graffiti Stencil Contests (UPDATE)
The Blek le Rat HUGO Man Competition Winners Revealed
Museums and galleries can explore partnerships with street art competitions to showcase unconventional artwork and draw in a new audience.
CategoryFashion
Customized Cap Contests
The New Era 'Introducing' Project Wants Your 59FIFTY Designs
Disruptive innovation opportunity: Leveraging technology to offer customizable and personalized fashion items, blurring the lines between art and fashion.
CategoryAutos
Automaker Photo Contests
Win a Ford Fiesta by Entering the Fiestagram Campaign
Automakers can capitalize on the success of the Fiestagram campaign by hosting their own photo contests to increase brand awareness and engage with potential customers.
CategoryMarketing
Search Engine Creativity Challenges
Google Search Caption Contest Seeks Humor & Insight
Companies in the advertising and marketing industry can utilize the trend of crowd-sourced caption contests to foster brand awareness and audience involvement.
CategoryAutos
Music Video Car Contests
Toyota 'Outsmart Shout Out' Campaign Creates a Pop Video for Fans
The automotive industry can utilize interactive fan campaigns to create buzz and engage with their audience.
CategoryFashion
Designer Song Challenges
Dolce & Gabbana Music Video Contest Asks Fans to Dance and Sing
The fashion industry can explore utilizing user-generated content through contests to create brand awareness and connect with their audience in a more interactive way.
CategoryMarketing
Cleanser Emblem Contests
Axe Nation Flag Campaign Asks You to Be Creative
The contest presents an opportunity for personal care brands to engage their customers in creative ways, promoting brand loyalty and fostering a sense of community.
CategoryPop Culture
Browser Film Contests
Mozilla 'Firefox Flicks' Competition Asks You to Tell a Story
Technology companies can sponsor film contests to promote their products and engage with their audience.
