# Unexpected Reward Brands delight consumers with unadvertised giveaways. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Oct 13, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/unexpected-vending ## Key Figures - Trend score: 4.7/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jun 22 to Oct 9, 2015 - Published: Oct 13, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Gamification](https://www.trendhunter.com/megatrend/gamification), [Experience](https://www.trendhunter.com/megatrend/experience), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Unexpected Reward trend ### Unexpected campaigns Brands are using unexpected campaigns to reward consumers and appeal to those who are unlikely to engage with traditional marketing efforts. ### Interactive marketing Marketing strategies that encourage physical interaction with consumers, like JetBlue's #NYCTakeoff advertising initiative, are gaining traction. ### 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. ## What the Unexpected Reward trend means for industry ### For 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 for Unexpected Reward Trend score 4.7 out of 10, from popularity 79%, activity 55%, freshness 8%. - Popularity: 79% - Activity: 55% - Freshness: 8% ## Examples of the Unexpected Reward trend 4 featured examples from Jun 22 to Oct 9, 2015. - [Candy-Dispensing Public Benches](https://www.trendhunter.com/trends/kit-kat-bench): The Kit Kat Bench Rewarded Those Who Rested for 60-seconds (Category: Marketing) Implication: Disruptive Innovation Opportunity: Incorporating interactive and experiential elements into traditional outdoor advertising to capture consumers' attention. - [Exercise-Dependendant Water Machines](https://www.trendhunter.com/trends/clean-drinking-water): This Machine Requires Users to Run for Clean Drinking Water (Category: Social Good) Implication: By incorporating interactive features into vending machines, companies can attract more users and provide a unique user experience. - [Thievery-Based Flight Promotions](https://www.trendhunter.com/trends/free-giveaways): JetBlue is Offering Free Giveaways to People Who Steal Their Ads (Category: Marketing) Implication: 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 - [Traffic Coffee Dispensers](https://www.trendhunter.com/trends/instant-connections): Nescafe Doles Out Coffee and 'Instant Connections' at a Crossing Light (Category: Marketing) Implication: Food and beverage companies can use technology to create unique experiences that enhance brand loyalty and customer engagement. ## Recent trend clusters - [Festive Fusions](https://www.trendhunter.com/protrends/festive-fusions) (Lifestyle) - [Engineered Layers](https://www.trendhunter.com/protrends/engineered-layers) (Fashion) - [Embedded Intelligence](https://www.trendhunter.com/protrends/embedded-intelligence) (Tech) - [Crafted Timepieces](https://www.trendhunter.com/protrends/crafted-timepieces) (Luxury) ## 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) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Marketing](https://www.trendhunter.com/marketing)