Category
Lifestyle
Festive Fusions
Trend cluster
Category
Unexpected
Reward
Brands delight consumers with unadvertised giveaways.
4.7
Trend score
Trend
What is the Unexpected Reward trend?
Unexpected Reward: A means to marketing a brand or product as ubiquitous, unexpected campaigns provide consumers with an unprompted reward. Often located in busy public spaces, such campaigns serve to reward those with a keen eye for detail in the physical world crawling with digital distractions. These unconventional tactics speak to the desire to appeal to consumers who are unlikely to engage with traditional marketing efforts.
Trend themes
Themes within the Unexpected Reward trend
Three behaviours holding the trend together01
Unexpected campaigns
Brands are using unexpected campaigns to reward consumers and appeal to those who are unlikely to engage with traditional marketing efforts.
02
Interactive marketing
Marketing strategies that encourage physical interaction with consumers, like JetBlue's #NYCTakeoff advertising initiative, are gaining traction.
03
Smart vending machines
Smart vending machines that require users to perform various tasks, such as Lien AID's Water Machine which requires users to exercise before receiving a bottle of water, are being utilized in marketing campaigns.
Industry implications
What the Unexpected Reward trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The Food and Beverage industry can use unexpected campaigns, like the Kit Kat bench, and smart vending machines, like the Water Machine, to encourage physical interaction with consumers and generate buzz.
For
Travel and Tourism
Travel and Tourism companies can look to JetBlue's #NYCTakeoff advertising initiative as an example of an interactive marketing strategy that generates buzz and engages consumers.
For
Non-profit organizations
Non-profit organizations can learn from Lien AID's Water Machine campaign and use smart vending machines to educate the public about an important cause while simultaneously generating engagement and interest.
Workshop question
Redirect some of your traditional marketing strategies to provide a surprise and delight factor to consumers; brainstorm ideas of what that might look like.
Trend signals
Trend signals for Unexpected Reward
Trend score 4.7 out of 10, from popularity 79%, activity 55%, freshness 8%.
Popularity79%
Activity55%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Unexpected Reward trend
4 featured examples from Jun 22 to Oct 9, 2015CategoryMarketing
Candy-Dispensing Public Benches
The Kit Kat Bench Rewarded Those Who Rested for 60-seconds
Disruptive Innovation Opportunity: Incorporating interactive and experiential elements into traditional outdoor advertising to capture consumers' attention.
CategorySocial Good
Exercise-Dependendant Water Machines
This Machine Requires Users to Run for Clean Drinking Water
By incorporating interactive features into vending machines, companies can attract more users and provide a unique user experience.
CategoryMarketing
Thievery-Based Flight Promotions
JetBlue is Offering Free Giveaways to People Who Steal Their Ads
JetBlue's thievery-based flight promotion presents an opportunity for airlines and other travel companies to think outside the box when it comes to customer loyalty programs
CategoryMarketing
Traffic Coffee Dispensers
Nescafe Doles Out Coffee and 'Instant Connections' at a Crossing Light
Food and beverage companies can use technology to create unique experiences that enhance brand loyalty and customer engagement.
