Category
Lifestyle
Assisted Choices
Trend cluster
Category
Ritualized
Contest
Incentivized campaigns reinforce brand love by focusing on product rituals.
3.4
Trend score
Trend
What is the Ritualized Contest trend?
Ritualized Contest: In the midst of the Experience Economy -- the idea that human attention is as valuable as money -- product rituals are perhaps more effective in winning loyalty than the products themselves. Brands are reinforcing consumer allegiance by also integrating gamification into the product ritual via incentivized contests. This convergence of experience-based tactics satisfies the consumer need for memories over material goods.
Trend themes
Themes within the Ritualized Contest trend
Three behaviours holding the trend together01
Experience-Based Loyalty Programs
Brands are using experiences-oriented rewards program to offer consumers value beyond discounted products
02
Customization & Gamification
Increased demand for customization and gamification in consumer products, leading brands to competitions and DIY activities
03
Scavenger Hunt-Style Marketing Campaigns
Scavenger-hunt-style marketing campaigns are being used to engage consumers on social media and create buzz around new promotions and deals
Industry implications
What the Ritualized Contest trend means for industry
Where the trend changes the playbookFor
QSR (Quick Service Restaurants)
QSR brands can use gamification tactics and scavenger-hunt-style campaigns to drive customer engagement and loyalty
For
Automotive
Automotive brands can use experience-based rewards programs to create brand loyalty through offering unique experiences
For
Retail
Retail brands can use contests and competitions to increase customer engagement and promote their products, while also creating an emotional connection between customers and the brand
Workshop question
How are you integrating emotional or social gratification into brand interactions?
Trend signals
Trend signals for Ritualized Contest
Trend score 3.4 out of 10, from popularity 53%, activity 42%, freshness 8%.
Popularity53%
Activity42%
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
Asia-Pacific
Evidence
Examples of the Ritualized Contest trend
5 featured examples from Apr 14, 2017 to Aug 5, 2019CategoryMarketing
Scavenger-Hunt-Style Marketing Campaigns
Olive Garden's $100 Pasta Pass Gives You Unlimited Pasta
Disruptive innovation opportunity: Restaurants can implement limited-time unlimited passes to attract customers, create brand loyalty, and drive sales during specific periods.
CategoryAutos
Rebellious Sport-Related Contests
Volvo's Super Bowl Contest Prompts One Not to Watch the Event
Integrating gamified advertising and innovative technology into automotive marketing campaigns to increase brand visibility and engagement.
CategoryLifestyle
Experience-Oriented Loyalty Programs
North Face's 'VIPeak' Lets Consumer Redeem Experiences
Outdoor retailers like North Face can disrupt the loyalty program industry by focusing on experiential rewards.
CategoryLifestyle
Custom Soda Flavor Contests
Coca-Cola Freestyle 'Make Your Mix' Has a $10,000 Grand Prize
Custom soda flavor contests like the Coca-Cola Freestyle 'Make Your Mix' contest offer an exciting way for beverage brands to engage with consumers and generate buzz in the indust…
CategoryArt & Design
Celebratory Easter Kits
This Set Commemorates a Decade of Easter Egg Decorating Kits from Hatch
The arts and crafts industry can capitalize on the trend by offering innovative and high-quality Easter egg decorating kits.
