Category
Tech
Delegated Interfaces
Trend cluster
Category
Landmark
Engagement
Brands use digital campaigns on landmarks to enhance engagement.
3.7
Trend score
Trend
What is the Landmark Engagement trend?
Landmark Engagement: The use of man-made landmarks in digital promotions is on the rise, with brands incorporating modern technology with campaigns that encourage interactivity. These promotions enhance engagement and draw in Gen Z and Millennial demographics due to their aesthetic and social-focused digital habits.
Insight
The consumer insight behind the Landmark Engagement trend
Millennial and Gen Z consumers spend a lot of their time sharing content on social media, and brands have viewed this as an opportunity to re-structure or design their businesses in a way that's more "shareable." When it comes to their social media habits, these consumers are motivated by three things--humor, aesthetics, and/or experience. Brands that are able to combine those factors in their campaigns, experiences, or products are most appealing to younger demographics.
Trend themes
Themes within the Landmark Engagement trend
Three behaviours holding the trend together01
Interactive Landmark Campaigns
The incorporation of modern technology and interactivity with man-made landmarks to create entertaining, augmented versions of landmarks that promote a memorable and personalized experience for visitors.
02
AR Landmarker Lenses
The development of augmented reality technology to bring famous landmarks to life and enhance their appeal as tourist destinations while also creating dynamic, interactive marketing campaigns for businesses.
03
Social Media-Shareable Experiences
The restructuring and designing of businesses to be more shareable on social media platforms, with a focus on creating campaigns, experiences, or products that appeal to younger demographics through humor, aesthetics, and/or experience.
Industry implications
What the Landmark Engagement trend means for industry
Where the trend changes the playbookFor
Tourism
The use of interactive landmark campaigns and AR landmarker lenses to enhance the appeal of tourist destinations and offer a memorable and personalized experience for visitors.
For
Advertising
The incorporation of modern technology with campaigns and experiences to create dynamic, interactive marketing strategies that promote increased engagement and ensure high impact upfront consumer engagements.
For
Social Media
The focus on creating social media-shareable experiences in the design and structure of businesses, campaigns and products to appeal to the social media habits of younger demographics.
Workshop question
Conceptualize a campaign for your brand that would include a landmark.
Trend signals
Trend signals for Landmark Engagement
Trend score 3.7 out of 10, from popularity 54%, activity 47%, freshness 8%.
Popularity54%
Activity47%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Landmark Engagement trend
4 featured examples from Dec 24, 2018 to Jul 4, 2019CategoryMarketing
Sci-Fi Stadium Lenses
The Chicago Cubs and Snapchat Launched an AR Stranger Things Lens
Innovative applications of augmented reality technology could enhance fan experiences at sporting events and entertainment venues.
CategoryWorld
Animated Landmark Lenses
Snapchat's Landmarker Brings the NYC Statue of Liberty to Life
The tourism and travel industry can leverage augmented reality technology to create immersive and interactive experiences for visitors, enhancing their enjoyment and engagement.
CategoryWorld
Landmark-Augmenting Social Lenses
Snapchat's Festive AR Lens Helps Users Virtually Restore Big Ben
Using augmented reality to offer virtual travel experiences can provide opportunities for the tourism industry to attract and engage with visitors, even when physical access to ce…
CategoryMarketing
Light-Up Landmark Ads
KitchenAid’s Stand Mixer Billboards Changed Color to Match the CN Tower
The advertising industry can explore innovative ways to personalize and enhance the outdoor advertising experience for brands and consumers.
