# Involvement Marketing Including customers in film & advertising creation to enhance engagement. By [Katherinev123](https://www.trendhunter.com/katherine), Contributing Editor | Published Sep 4, 2012 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/involvement-marketing ## Key Figures - Trend score: 2.0/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Jul 19 to Aug 21, 2012 - Published: Sep 4, 2012 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Themes within the Involvement Marketing trend ### 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. ### 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. ### Talent Highlighting Campaigns Marketing campaigns now include highlighting emerging talent and their unique abilities to showcase their clothing lines and engage and inspire fans. ## What the Involvement Marketing trend means for industry ### For 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 for Involvement Marketing Trend score 2.0 out of 10, from popularity 30%, activity 22%, freshness 8%. - Popularity: 30% - Activity: 22% - Freshness: 8% ## Examples of the Involvement Marketing trend 6 featured examples from Jul 19 to Aug 21, 2012. - [Talent-Highlighting Clothing Ads](https://www.trendhunter.com/trends/gap-icon-redefined): The Gap 'Icon Redefined' Campaign Showcases Musicians & Dancers (Category: Marketing) Implication: Opportunity for fashion brands to collaborate with emerging artists and showcase their talent through innovative advertising campaigns. - [Playful Painting Kiddie Campaigns](https://www.trendhunter.com/trends/gapkids-shine-on): GapKids 'Shine On' Advertisement Features Talented Children (Category: Life-Stages) Implication: Opportunities to showcase creativity and individuality in children’s clothing design and marketing. - [Multi-Role Movie Auditions](https://www.trendhunter.com/trends/the-beauty-inside): Intel and Toshiba's 'The Beauty Inside' Gives You Chance to Play a Role (Category: Social Media) Implication: Opportunities to disrupt the traditional casting process and engage audiences through innovative approaches to storytelling. - [Fan-Made Drink Ads (UPDATE)](https://www.trendhunter.com/trends/mountain-dew-deweezy): Mountain Dew DEWeezy Project Enters Story-Making Phase (Category: Marketing) Implication: Beverage companies may consider seeking user input and participation to drive more effective advertising campaigns and increase brand engagement. - [Social Media Casting Calls](https://www.trendhunter.com/trends/the-canyons): Media-Sharing App Mobli Used to Find Actress for The Canyons (Category: Unique) Implication: The film industry can explore the use of social media platforms like Mobli to revolutionize the casting process. - [Crowdsourced Rapper Projects](https://www.trendhunter.com/trends/lil-wayne-deweezy): Mountain Dew & Lil Wayne DEWeezy Campaign Asks Fans for Inspiration (Category: Marketing) Implication: Beverage companies could use crowdsourcing to involve consumers in the development of new flavors, packaging designs, or marketing campaigns. ## 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)