# Creative Engagement Brands use creativity-based contests to enhance consumer interaction. By [Katherinev123](https://www.trendhunter.com/katherine), Contributing Editor | Published Jan 29, 2012 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/creative-engagement ## Key Figures - Trend score: 3.3/10 - Evidence articles: 10 ## 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. ## At a Glance - Evidence: 10 featured examples - Articles from: Mar 27, 2011 to Jan 29, 2012 - Published: Jan 29, 2012 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Gamification](https://www.trendhunter.com/megatrend/gamification), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Creative Engagement trend ### 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. ### 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. ### 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. ## What the Creative Engagement trend means for industry ### For 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 for Creative Engagement Trend score 3.3 out of 10, from popularity 47%, activity 44%, freshness 8%. - Popularity: 47% - Activity: 44% - Freshness: 8% ## Examples of the Creative Engagement trend 10 featured examples from Mar 27, 2011 to Jan 29, 2012. - [Crowdsourcing Design Duos](https://www.trendhunter.com/trends/heineken-limited-edition-design-challenge): Heineken Limited Edition Design Challenge Chooses Paired Concepts (Category: Marketing) Implication: Beverage companies can leverage crowdsourcing and virtual partnerships to create unique, limited edition packaging designs that resonate with consumers. - [Student Shoe Design Contests](https://www.trendhunter.com/trends/vans-custom-culture-2011): Vans Custom Culture 2011 Lets Kids Display Talent Competitively (Category: Social Good) Implication: Footwear companies can host design contests to engage with young consumers and showcase new designs. - [Graffiti Stencil Contests (UPDATE)](https://www.trendhunter.com/trends/blek-le-rat-hugo-man-competition-winners): The Blek le Rat HUGO Man Competition Winners Revealed (Category: Art & Design) Implication: Museums and galleries can explore partnerships with street art competitions to showcase unconventional artwork and draw in a new audience. - [Customized Cap Contests](https://www.trendhunter.com/trends/new-era-introducing-project): The New Era 'Introducing' Project Wants Your 59FIFTY Designs (Category: Fashion) Implication: Disruptive innovation opportunity: Leveraging technology to offer customizable and personalized fashion items, blurring the lines between art and fashion. - [Automaker Photo Contests](https://www.trendhunter.com/trends/fiestagram-campaign): Win a Ford Fiesta by Entering the Fiestagram Campaign (Category: Autos) Implication: 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. - [Search Engine Creativity Challenges](https://www.trendhunter.com/trends/google-search-caption-contest): Google Search Caption Contest Seeks Humor & Insight (Category: Marketing) Implication: Companies in the advertising and marketing industry can utilize the trend of crowd-sourced caption contests to foster brand awareness and audience involvement. - [Music Video Car Contests](https://www.trendhunter.com/trends/outsmart-shout-out): Toyota 'Outsmart Shout Out' Campaign Creates a Pop Video for Fans (Category: Autos) Implication: The automotive industry can utilize interactive fan campaigns to create buzz and engage with their audience. - [Designer Song Challenges](https://www.trendhunter.com/trends/dolce-gabbana-music-video): Dolce & Gabbana Music Video Contest Asks Fans to Dance and Sing (Category: Fashion) Implication: 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. - [Cleanser Emblem Contests](https://www.trendhunter.com/trends/axe-nation-flag): Axe Nation Flag Campaign Asks You to Be Creative (Category: Marketing) Implication: 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. - [Browser Film Contests](https://www.trendhunter.com/trends/mozilla-firefox-flicks): Mozilla 'Firefox Flicks' Competition Asks You to Tell a Story (Category: Pop Culture) Implication: Technology companies can sponsor film contests to promote their products and engage with their audience. ## Recent trend clusters - [Automated Upkeep](https://www.trendhunter.com/protrends/automated-upkeep) (Tech) - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Autumn Teasers](https://www.trendhunter.com/protrends/autumn-teasers) (Business) - [Ambient Assistance](https://www.trendhunter.com/protrends/ambient-assistance) (Tech) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Marketing](https://www.trendhunter.com/marketing)