Brands create bizarre competitions to engage more customers
Implications - Contests and competitions have long been used by brands to capture customer attention. However, they have typically been "predictable" and fallen under the creative category -- for instance, contests asking customers to design or create a new logo, packaging idea or music video. Now, more brands are experimenting with offbeat and incredibly bizarre contests, such as Stride's chewing contest and Holt Renfrew's bicycle scavenger hunt. The more offbeat a contest is, the more people are likely to take notice of it and participate.