These consumer agency innovations put consumers in the creative driver's seat and illustrate brands' desire to build trust with their target markets by letting them bring new products, advertising campaigns and interactive experiences to life through co-creation.
When it comes to notable marketing examples, M&M's interactive ghost story campaign and Uber's 'Year with Uber' videos stand out. While M&M's latest Halloween campaign -- titled Millie & Max: A Ghost Story -- was released in chapters and co-created by fans who voted for plot outcomes online -- Uber's Year with Uber video series consisted of consumers' ride history and notable moments gathered over one year.
Other consumer agency innovations to note include Fox's proposed, upcoming Choose Your Own Adventure film which was recently announced at CinemaCon 2018 along with New Alchemy and the FCFL's latest Esports partnership. The two companies have teamed up to launch the "first fan-controlled sports league backed by the Ethereum blockchain."
14 Consumer Agency Innovations
From Fan-Powered Esports Leagues to Interactive Audience Films:
Jana Pijak — Feb 11, 2019 — Marketing

14
Playfully Interactive Music Pop-Ups
The Moog House of Electronicus Temporarily Opened in LA

13
Crowdsourced Dress Designs
/Nyden is Using Instagram Stories to Refine Fashion Design Ideas
12
Gamified Pop-Up Marketing Solutions
'CrazyRocket' Incentivizes Users to Interact with Your Brand
11
Sci-Fi Interactive Mall Campaigns
LEGO Star Wars Honors the Film with High-Tech Gesture Sensors
10
Personalized Ride Share Videos
Year with Uber Turns a Rider's 2017 Trip History into a Music Video
9
Voice-Controlled Adventure Stories
Audible & Amazon Alexa are Reviving Choose Your Own Adventures
8
Voice-Powered Unboxing Experiences
Gwynnie Bee Created a Voice-Activated Unboxing Adventure
7
Sci-Fi Voice Assistant Games
'Westworld: The Maze' is an Immersive Game on Amazon Alexa
6
Choose-Your-Own-Adventure TV Shows
Netflix is Planning to Offer Deeper TV Immersion for Audiences
5
Interactive Audience Films
Fox's Proposed Choose Your Own Adventure Film Will Let Viewers Decide
4
Interactive Ghost Story Campaigns
M&M's Halloween Campaign is Launched in Weekly Installments
3
Blockchain-Powered Fan Leagues
New Alchemy is Bolstering the FCFL with Blockchain Technology
2
Multi-Sensory Music Platforms
The 'Dropin' System Offers Tactile and Visual Elements
1
Expensable Music Videos
Receipts in Expensify's Interactive Music Video Can Be Claimed for Cash
Related Ideas
Digital Brand-Made Arenas
Nike Partners with EA Sports to Create a New Stadium in FC 25
AI-Driven Video Generation Platforms
Cadbury Launches the a Cheer for Every Volunteer Campaign
AI-Powered Creative Marketing Tools
RYA x Qrious Insight Partner for Ad Campaign Generation
Luxe Designer Beauty Activations
YSL Launched an Entertainment-Themed Light Club 2.0 Concept
AI Marketing Storytelling
Coca-Cola AI Campaign Brings Nostalgia and Innovation Together
Connection Platform Experiences
Facebook Debuts at Stagecoach to Target Younger Audiences
Branded AI-Generated Short Films
KFC Philippines Captures Attention with AI-Generated Films
Reimagined Smartphone Campaigns
The 'Pixel In The Clutch' Campaign Highlights AI Phone Features
Localized Post-Apocalyptic Campaigns
Max Channels the Theme of The Last of Us into Ad Spaces
GenAI Eyewear Shows
Innovative Eyewear Launched the First Generative AI Fashion Show for Eyewear
Modern Newsstand Skincare Pop-Ups
Neutrogena x AIRE Health Hosted a Thematic Event
College-Targeted Food Pop-Ups
Uber Hosts 'The One Shop' Across University Campuses
Gen Z Advertising Initiatives
Tubi Targets Younger Viewers with Ad Innovations at IAB NewFronts
Creative Online Social Networks
BuzzFeed Introduces the New BF Island Social Network
90's Archival Footwear Pop-Ups
Dr. Martens Hosted a 'Buzz Bus' in NYC
Major Fan-Centric Candy Campaigns
Skittles Debuts the Playful Skittles Obsessed Initiative
Parisian Airport Pop-Ups
Moët Hennessy's Paris Concept Event Featured Travel Exclusives
Immersive Brand Concepts
LG Hosted its 'Affectionate Intelligence' Event at CES 2025
AI-Driven Product Photoshoots
Unilever Shared Its Use of AI and Digital Twins at NVIDIA GTC 2025
Novel AI-Generated Product Designs
Arcade Introduced a Transformative AI Product Creation Platform
Purposeful Consumer-Focused Campaigns
IKEA's Sleepfluencers Campaign is a Clever Way to Give Back
Individuality-Focused Brand Campaigns
Adidas Originals' New Campaign Champions Timeless Classics
Candy-Branded Video Game Partnerships
The Mentos Fizzookas Rocket Debuted on Fortnite Creative
Reactive Fan-Based Football Campaigns
Coors Light Launched a New 'Coors Light Coors Light' Spot
Auto-Focused AI Marketing Tools
Dealer Creative AI Boosts Social Media Content for Dealerships
Gamer-Centric Fast Food Campaigns
Burger King's Gaming Campaign to Rewards “Burger-to-King” Goals
Candy-Inspired Holiday Movies
M&M’s x 'Red One' Collaboration Brings Humor to Holiday Movie Nights
Multi-Sensory Sports Commentary Devices
OneCourt Pioneers Accessibility for Sports Fans
Youth Metaverse Advertising Initiatives
Roblox Announced an Advertising Partnership with PubMatic
Futuristic Imaginative Design Concepts
Toyota Introduces the Unique E-Collection of Products
Iconic Character-Inspired Campaigns
Etsy's Christmas Ad Celebrates Personalized Gifting
Immersive Sports Engagement Solutions
Sportradar Expands Its Partnership with the NBA
Multichannel Retail Campaigns
Urban Outfitters' 'Happy Lolidays' Campaign is Engaging
Re-Energized Snack Campaigns
J.M. Smucker Co Introduced the ‘Speakie Snackie’ Campaign
Mainstream Metaverse Experiences
The Sandbox's 'Alpha Season 4' Offered Brand Engagement
AI-Assisted Business Ads
Google Workspace's 50 States, 50 Stories Shares Small Businesses Using AI
Vibrantly Comedic Travel Campaigns
The 'Booking.yeah' Campaign Features The Muppets
Dynamic Basketball-Informed Marketing Campaigns
March Madness' New Campaign Features NCAA Athletes
Digital Twin Advertising Partnerships
Coca-Cola's New Partnership Harnesses Nvidia's AI Technology
Cheeky Coffee Ads
Starbucks' New Ads Celebrate Personal Connections Through a Modern Twist
Community-Supporting Partnerships
Century 21 X MLS Join Forces for Fans and Communities
Football Fan-Addressing Soda Commercials
Pepsi's Launches the Football Always Wins Campaign
Marketer-Targeted Cereal Ads
Surreal's Out-of-Home Campaign Speaks to Marketers, Not Consumers
Virtual AI Snow Globes
Coca-Cola Unveils a Festive AI Campaign at its Piccadilly Lights Residency
Athlete-Lifestyle-Embracing Beer Campaigns
Michelob ULTRA Drops a Star-Studded Super Bowl LIX Spot
Customer-Starring Billboards
Bobbie's Campaign Spotlights Moms as "the OG Influencers"
Data-Driven QSR Campaigns
Burger King's BK Unwrapped Reveals Customers' 2024 Ordering Preferences
Social Media App Campaigns
Snapchat Promotes Creators in a Bold Campaign Amid TikTok Uncertainty
Immersive Gameplay Features
The Sandbox Launched 'Game Maker 0.11' for Creators and Brands
Creative Auto Campaigns
The Electric Capri Campaign Revives a Legend with Modern Flair
Football Icon-Backed Ads
Michelob ULTRA to Elevate the FIFA Club World Cup 2025™ Fan Experience
Family-Focused Advertising Platforms
Chuck E. Cheese Opens the Next Chapter with CEC Media Network
Gen Z-Influenced Marketing Campaigns
Kraft Heinz is Studying Gen Z's Preferences with New Launches
Stylish Footwear Campaigns
Under Armour Targets Gen Z in its New 'Flex As You Go' Campaign
Nostalgic Sports-Focused Grocery Campaigns
Instacart Debuts a Campaign in Kansas City
Cultural Power Assessment Tools
M+C Saatchi Group's Cultural Power Index Uses AI for Brand Growth
Redesigned Sports Drinks
BODYARMOR Debuts a New Visual Identity and its 'Choose Better' Campaign
Basketball-Themed Beverage Campaigns
Athletic Brewing Company Debuts 'From Tip-Off to Title'
Gamified In-Airport Activations
Haribo's Mobile Games Gives People of All Ages the Chance to Win
Fandom-Friendly Campaigns
WhatsApp & Netflix Unite for a Squid Game Fandom Celebration
Refreshing Basketball-Themed Beverage Campaigns
Coca-Cola Zero Sugar Debuts a Fan-Focused Campaign
Hands-Free Driving Campaigns
Ford UK's Social Campaign Shares Merch for the "Passenger Princess"
AI-Generated QSR Items
McDonald's India Asks Fans to Create its Signature Collection with AI
Traveling Fashion Showcases
The Guess Bus in Sydney is an Example of Experimental Marketing
Article Product Suggestions
BuzzFeed Teams Up with Shopsense AI to Debut Product Recommendations
Hyper-Personalized AI Campaigns
Tesco's Stronger Starts Uses AI to Recognize Customers by Name
Marketing-Centric Esports Deals
Fnatic Teams Up with Red Bull on a New Promotional Partnership
Anthropomorphic Store Campaigns
IKEA's Short Social Films Promote Its Click-and-Collect Service
Generational Unity Candy Campaigns
The M&M's It’s More Fun Together Campaign Encourages Bonding
GenAI TV Ads
ITV's AI-Generated Ad Service Helps New-to-TV Brands Affordably Reach More Audiences
Cinematic Dance-Driven Campaigns
DoorDash's 'Your Door to More' Campaign Highlights its Offerings
Flea-Market-Inspired Brand Experiences
CASEKOO Hosted a DIY Experience in Beijing
Gen Z Soda Campaigns
Enjoy the Moment with a Coca‑Cola Targets a Generation That Wants to Unplug
Consumer Insight Engines
Buzzabout Delivers Real-Time Insights From Billions of Conversations
Creator Economy-Focused Marketplaces
Teespring Marketplace Relaunches Under Parent Company Amaze
Co-Branded Custom Ads
Lexus and Universal Pictures Partner for the 'Experience OZmazing' Spot
Spring-Themed Toy Collections
MGA Entertainment Emphasizes DIY Creativity, Surprises & Pastel Hues
Football-Focused Sofa Campaigns
Pepsi Presents the Refresh the Game Campaign with Icons
Whimsical Candle Christmas Campaigns
The Yankee Candle 'Make it More Magical' Campaign is Festive
Super Bowl Drive-Thru Commercials
Taco Bell Debuts Its Live Más Drive-Thru Cams Campaign
Inclusivity-Focused AI Initiatives
Moederannecasting and Aigency Amsterdam Launch DigiAnne
Humorous Hotel Campaigns
Marriott Bonvoy x Mercedes-AMG PETRONAS Formula One Launch a Social Ad
GenAI Makeup Marketing
MAC Cosmetics is Tapping into the Power of Adobe Firefly Services
Collaborative Digital Coffee Campaigns
illy Launches its Digital Content Series 'Coffee Break'
Collaborative Vehicle Concepts
Kia Corporation and LG Electronics Debut Mobility Solutions
Esports Rideshare Partnerships
League of Legends LTA Teams Up with Uber On a Multi-Year Deal
Social Responsibility-Aligned Corporate Marketing
GoodBrand Impact is a Newly Launched Agency
AI-Enhanced Play Experiences
Mattel Partners with OpenAI to Develop AI-Powered Toys
AI-Driven Pet Ecosystems
Pet Madness Revolutionizes the Way Pet Owners, Brands & Vets Connect
Social-First Car Campaigns
Škoda's Reddit Car Share Amplified the Voices of Passionate Fans
Soccer-Focused Tech Campaigns
Hisense Has Launched Its Own the Moment Campaign for FIFA 2025
TV Game-Inspired Pizza Campaigns
Netflix and Domino's Join on Emergency Pizza Campaigns
Excellence-Focused Bourbon Campaigns
Maker’s Mark Launches the Perfectly Unreasonable Campaign
Female Athlete-Fronted Luxury Campaigns
The Coach x WNBA Campaign Merges Fashion & Basketball
AI-Powered Game Campaigns
G2A.COM Unveils AI-Powered 'Best Gate 2 Play' Campaign
Anniversary-Celebrating Storytelling Ads
The Walt Disney Company Mark Marvel's 85th Anniversary
Global Product Launch Events
Uber Unveils a New Go-Get Exhibit Featuring Interactive Vignettes
Customer-Exclusive Brand Trips
Cocokind is Hosting a Customer Brand Trip to Napa Valley in 2025
AI Video Advertisement Generators
AdCreative.ai Showcases anAI-Powered Product Videoshoot Model
Omnichannel Automotive Services
Automotive Mastermind has Adapted to Modern Consumer Patterns
Canine-Friendly Sporting Events
Mars, Incorporated Will Delight Pets and Their Owners This Summer
Taxi Driver-Centric Branded Events
Carlsberg Ran the 'Fare Game' Initiative for Taxi Drivers
Gamified Yogurt Tube Campaigns
The Frubes Freeze ‘Em Campaign Includes a New Online Game
Gen Z Media Agencies
Mediahuis Launches the Gen Z-Focused Creative Agency 72andSunny
Holistic Skincare Branding Initiatives
Ghost Democracy Debuts a Partnership Program and New Collab
All-Inclusive Pop Culture Trips
Klook Debuts a Campaign to Highlight ANZ's Top Asian Culture Fans
Interactive Juice Packaging
Gulf Union Foods Launched Fun Connected Packaging for its Juices
Global Storytelling Initatives
Vans Announces its Narrative-Centric Always Pushing Campaign
Retailer Music Festival Partnerships
7-Eleven and Live Nation Have Partnered for Festival Season
Chaotic Milkshake Campaigns
Müller FRijj's Just feel the Urjj Challenges Content Directed at Gen Z
Innovative Digital Signage
Creative Realities Enhances Fan Engagement & Outcomes with New Signage
AI Creator-Centric Campaigns
The Spirit of London Campaign by Beefeater Embraces the City's Energy
Influencer-Starring Car Commercials
Toyota's New Short Film Seeks to Resonate with Gen Z Customers
Purpose-Driven Brand Storytelling Platforms
Hellonation Has Debuted Its Edvertising Model
Personalized Retail Media Networks
Thrive Market Collaborates with Instacart on a New Network
Social Media Creator Initiatives
Snapchat Launches its Gen Z-Focused Creator Connect Service
Spy-Themed Spirit Campaigns
Lobos 1707 Tequila & Mezcal Taps Lebron James and Victoria Justice
Brand Discovery Platforms
SmartCustomer by Sitejabber Helps Customers Find New Favorite Brands
Tech-Focused Delivery Expansions
Best Buy is Now Allowing Scheduled Deliveries in Some U.S. States
Cross-Border Startup Pitching Competitions
Seoul Seeks to Ignite Global Startup Collaboration
Interactive Packaging Content
SmartLinks Debuts a Self-Serve Platform for Product Packaging
Skateboarding-Inspired Ads
Vans Launched the ‘Always Pushing’ Ad Highlighting Skating Culture
Music-Centric Branding Initiatives
BACARDÍ Rum Partnered with the MTV Video Music Awards
Heartwarming Holiday Initiatives
United Airlines Debuts the North Pole Hub Through Fantasy Flights
Gaming Experience-Enhancing Innovations
Inspired Entertainment, Inc. Debuts New Gaming Innovations
Meaningful Relationship-Encouraging Campaigns
Iceberg Vodka Debuts 'Foraging Deeper Connections'
Breakfast Brand Digital Platforms
Kellogg’s Town Engages Fans in an Entertaining and Personal Way
Athlete-Inspired AI Brand Campaigns
AngelAi Taps a Groups of Athletes to Promote Its Ethos
Short Film-Inspired Ads
Apple’s New ‘The Underdogs’ Ad Features Various Apple Products
Customer Gifting Suites
Grey Bandit's Gifting Suite Gave Customers the Influencer Treatment
In-House Esports Media Agencies
G2 Esports Introduces the 62 Media House Agency for Esports
Dynamic Australian Automobile Platforms
Toyota's 'Toyota Go' Program Enhances Customer Engagement
Reflection-Encouraging Edible Oil Campaigns
Simply Fresh Marks the New Year with a New Campaign
Empowering Consumer-Centric Campaigns
Which? Launches a Festive Campaign to Empower Shoppers
Gaming-Inspired Headphone Campaigns
Nazarian Films Aims to Engage a Younger Generations
Consumer Values-Based Audiences
Givsly Debuts Values-Based Audiences to Streamline Marketing
Imaginative Children's Holiday Campaigns
Aretto and Hamleys Partner on an Engaging Campaign
Empowering Trader-Focused Campaigns
Vantage Markets Debuts New Phase of Reborn a Trader
Gaming Market Strategies
Leagues.gg Launches the Leagues Media Subsidiary for Gaming Projects
Influencer Collaboration Networks
Megaboarding Connects Brands And Influencers For Collaborations