Category
Lifestyle
Assisted Choices
Trend cluster
Category
Crime
Campaigning
Marketing efforts encouraging bad behavior entice consumers.
3.0
Trend score
Trend
What is the Crime Campaigning trend?
Crime Campaigning: Capitalizing on the general public's fascination with crime, many marketing campaigns have opted for an illicit approach. By encouraging consumers to embrace illegal behavior in a fun, light-hearted way, this approach immediately grabs attention, as well as offering an outlet for so-called "bad" behavior.
Trend themes
Themes within the Crime Campaigning trend
Three behaviours holding the trend together01
Illicit Marketing
Marketing campaigns are embracing an illicit approach to grab attention.
02
Friendship-Testing Pranks
Promotions and stunts are testing the limits of what friends will do for each other.
03
Thievery-Based Promotions
Promotions are providing giveaways to those who are willing to participate in a seemingly illegal act.
Industry implications
What the Crime Campaigning trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
Marketers need to push the boundaries to stay top of mind with their audience.
For
Entertainment and Media
Media companies are using creative campaigns to engage their audience.
For
Travel and Tourism
Travel companies are getting creative with their marketing tactics to drive interest and participation.
Workshop question
What guilty pleasure could you tap into to create adverse appeal?
Trend signals
Trend signals for Crime Campaigning
Trend score 3.0 out of 10, from popularity 62%, activity 20%, freshness 8%.
Popularity62%
Activity20%
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
Evidence
Examples of the Crime Campaigning trend
3 featured examples from May 27, 2014 to Oct 7, 2015CategoryMarketing
Friendship-Testing Pranks
This TV Promotion Turns Friends into Accomplices
Opportunity for TV networks and production companies to create engaging and shareable promotions that amplify the suspense and drama of their shows.
CategoryMarketing
Thievery-Based Flight Promotions
JetBlue is Offering Free Giveaways to People Who Steal Their Ads
JetBlue's thievery-based flight promotion presents an opportunity for airlines and other travel companies to think outside the box when it comes to customer loyalty programs
CategoryMarketing
Illegal Music Swap Machines
In Brazil, Spotify Trades Illegally Downloaded Music for Membership
Digital music services need to find creative ways to combat piracy and attract users, potentially through incentivized trade programs like Spotify's Legalify machines.
