Category
Lifestyle
Assisted Choices
Trend cluster
Category
Partyvertising
Campaigns use soirees and disorder to communicate fun & hip culture.
4.7
Trend score
Trend
What is the Partyvertising trend?
Partyvertising: A good party is often associated with engaging fun and a touch of disaster, which are exactly what brands are cooking up for their recent marketing campaigns. Ranging from print ads featuring crowded and chaotic soirees to upbeat, party-filled videos, these campaigns appeal to young (and young at heart) consumers who embrace excitement and disorder while allowing a brand to deliver the image of having a cool, fun-filled culture.
Trend themes
Themes within the Partyvertising trend
Three behaviours holding the trend together01
Disorderly Party Campaigns
Brands are using chaotic images of rowdy parties to captivate millennial consumers and present a youthful image.
02
Interactive Campaigns
Interactive campaigns that encourage participation and engagement are becoming more and more popular as brands try to make an impression on consumers.
03
Sustainability in Hospitality
Hospitality providers are focusing on sustainability and reducing their environmental footprint to appeal to eco-conscious travellers.
Industry implications
What the Partyvertising trend means for industry
Where the trend changes the playbookFor
Fashion Industry
Fashion brands are leveraging party scenes and clothing to create compelling, aspirational marketing campaigns.
For
Consumer Technology Industry
Consumer technology companies are creating products and services that enhance the party experience, including music speakers, lighting systems, and smartphone apps.
For
Hospitality Industry
Hotels and resorts are adopting eco-friendly practices and marketing them to appeal to travellers who prioritize sustainability.
Trend signals
Trend signals for Partyvertising
Trend score 4.7 out of 10, from popularity 74%, activity 58%, freshness 8%.
Popularity74%
Activity58%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Partyvertising trend
7 featured examples from Nov 10, 2011 to Feb 22, 2012CategoryFashion
Crowded Club Campaigns
Michael Kors Holiday 2011 Ads Showcase a Good Time
Disruptive innovation opportunity: Integrate AI-powered personal stylist tools into e-commerce websites to provide personalized fashion recommendations.
CategoryFashion
Disordered Dinner Party Campaigns
Lanvin Spring Summer 2012 by Steven Meisel is Stylishly Chaotic
Opportunity for fashion brands to break away from traditional campaign norms and experiment with more unconventional and exciting approaches.
CategoryNaughty
Disheveled Party Animal Campaigns
The Aqua by Aqua Fall/Winter Ad Campaign Gets Messy
Disruptive innovation opportunity: Integrate experiential marketing and unconventional ad campaigns to captivate customers and differentiate from competitors in the crowded fashio…
CategoryEco
Responsible Party Hotels
The Cosmopolitan of Las Vegas Campaign is Light-Hearted and Posh
Disruptive innovation opportunity: Integrate sustainable practices into the luxury hotel industry to attract environmentally-conscious consumers.
CategoryMarketing
Apparel Brand House Parties
Tommy Hilfiger 'Holiday Par-tay' Campaign is Wild & Fun
Fashion brands can create innovative campaigns and experiences that connect with consumers and showcase their collections.
CategoryPop Culture
Nerd Party Lessons
Sony's 'A Geek's Guide to Get Girls' Promotes SRS-BTV25 Wireless Speaker
Consumer electronics companies can use web series to promote their products and increase brand awareness.
CategoryMarketing
Partying Cross-Dresser Ads
The Red Off Campaign Hides Nighttime Escapades From the Day
The personal care industry can explore opportunities to develop and market discreet products that help individuals conceal physical evidence of their activities.
