Brands delight consumers with unadvertised giveaways
Implications - 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.
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 Themes
1. Unexpected Campaigns - Brands are using unexpected campaigns to reward consumers and appeal to those who are unlikely to engage with traditional marketing efforts.
2. Interactive Marketing - Marketing strategies that encourage physical interaction with consumers, like JetBlue's #NYCTakeoff advertising initiative, are gaining traction.
3. 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
1. 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.
2. 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.
3. 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.
4 Featured, 35 Examples:
216,133 Total Clicks
Date Range:
Jun 15 — Oct 15
Trending:
Warm
Consumer Insight Topics:
