Category
Tech
Automated Upkeep
Trend cluster
Category
Involvement
Marketing
Including customers in film & advertising creation to enhance engagement.
2.0
Trend score
Trend
What is the Involvement Marketing trend?
Involvement Marketing: Marketing often requires a customer-centric approach, and nothing is more customer-centric than involving customers in the creation process and final product. Crowdsourcing has already become a creation method embraced by many brands, but now brands are taking customer involvement to the next level, whether it's being part of the final product (as in the Gap's Shine On campaign), participating in the process from idea generation to production, or being cast in a movie role. Involving customers in this way stands to elevate engagement and positive brand association while also encouraging fans to share their experience with their friends and networks.
Trend themes
Themes within the Involvement Marketing trend
Three behaviours holding the trend together01
Customer Involvement in Marketing
Brands are taking customer involvement in the creation process to the next level, giving them part of the final product or allowing customers to participate throughout the production process from idea generation to production.
02
Crowdsourcing Talent
Companies are using social media and technology platforms like Mobli, Facebook and customer interactive films to look for talent, with open calls to encourage all people of all ages to audition for movie roles.
03
Talent Highlighting Campaigns
Marketing campaigns now include highlighting emerging talent and their unique abilities to showcase their clothing lines and engage and inspire fans.
Industry implications
What the Involvement Marketing trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
Involving customers in the marketing process, crowdsourcing talent for film, and highlighting emerging talent in ads are influencing the marketing and advertising industry.
For
Entertainment and Film Production
Using social media and technology platforms like Mobli and crowdfunding via Kickstarter to shift how movies are made, new media forms are playing a role in their development.
For
Talent Management and Development
Identifying new opportunities to engage young people in learning experiences, take on creative challenges and highlight their talent.
Trend signals
Trend signals for Involvement Marketing
Trend score 2.0 out of 10, from popularity 30%, activity 22%, freshness 8%.
Popularity30%
Activity22%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Involvement Marketing trend
6 featured examples from Jul 19 to Aug 21, 2012CategoryMarketing
Talent-Highlighting Clothing Ads
The Gap 'Icon Redefined' Campaign Showcases Musicians & Dancers
Opportunity for fashion brands to collaborate with emerging artists and showcase their talent through innovative advertising campaigns.
CategoryLife-Stages
Playful Painting Kiddie Campaigns
GapKids 'Shine On' Advertisement Features Talented Children
Opportunities to showcase creativity and individuality in children’s clothing design and marketing.
CategorySocial Media
Multi-Role Movie Auditions
Intel and Toshiba's 'The Beauty Inside' Gives You Chance to Play a Role
Opportunities to disrupt the traditional casting process and engage audiences through innovative approaches to storytelling.
CategoryMarketing
Fan-Made Drink Ads (UPDATE)
Mountain Dew DEWeezy Project Enters Story-Making Phase
Beverage companies may consider seeking user input and participation to drive more effective advertising campaigns and increase brand engagement.
CategoryUnique
Social Media Casting Calls
Media-Sharing App Mobli Used to Find Actress for The Canyons
The film industry can explore the use of social media platforms like Mobli to revolutionize the casting process.
CategoryMarketing
Crowdsourced Rapper Projects
Mountain Dew & Lil Wayne DEWeezy Campaign Asks Fans for Inspiration
Beverage companies could use crowdsourcing to involve consumers in the development of new flavors, packaging designs, or marketing campaigns.
