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The Lounge Group Trend Report 3: Challenge


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The Lounge Group tackles the theme of 'challenge' in this months trend report. 'Challenge' is all about brands embracing their own competitive spirit and that of their consumers by taking up different challenges or by challenging themselves whilst creating engaging content.

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The Lounge Group Trend Report 3: Challenge

  1. 1. trendreport#3rugby racing,designerbottles,flowergrowingphonesand pedalpoweredvendingmachines/a loungegroup trend This edition’s theme of ‘challenge’ is all about brands embracing their own competitive spiritreport on and that of their consumers by taking up differentchallenge challenges or by challenging themselves whilst creating engaging content. next
  2. 2. Experiential/Offline Meets Online Challenge:The Powerade ChallengeTechnology such as Radio-frequency identification (RFID) has allowed brands to Lounge view/create more interesting and appealing challenges that straddle on and offline Technology and the presence of onlineworlds. RFID tags are intelligent tracking chips linked up to realtime social leader boards mean that the competitor can choose a time that suits them tonetworks, websites and email. complete the challenge, rather thanThe New Zealand based “Powerade Challenge” is a 9km running course in Auckland. Competitors register having set times (as seen previously withonline to receive a RFID wristband, then run the course checking in at Powerade vending machines along the challenge events such as Nike Grid). So consumers can have further exposureroute. Their time is automatically updated on the Challenge website’s leader board. The brand’s message is to the brand through vending machine“go stronger for longer”, so runners also had to push themselves to compete and gauge their fitness against the sampling en route.Powerade sponsored All Blacks rugby team. previous next©2011 The Lounge Group /
  3. 3. Digital/Virtual Challenge:Desperados “Imagine Your Bottle”The previous example shows real world challenges with a virtual element. Lounge view/By being held entirely online, there is no limit to the creativity of brand Crowd sourcing creative activity is both an efficient way of generating ideas aschallenges and they can also reach a much wider audience. well as creating consumer engagementBeer Brand Desperados challenged members of “Imagine Desperados” (their online community) to design with a brand. Desperados has addedlimited edition bottle labels using an in browser studio. Entrants then submit their designs which are published a competitive element and a measurein an online gallery and their creations are voted on by other community members with the chance to win of achievement to their crowd sourcing efforts which gives the consumer further200 Euros and have their designs made real. incentive to contribute, increasing the size of the community. previous next©2011 The Lounge Group /
  4. 4. Social Media/Fun Challenge:‘My Experience’ Luna Park, SydneyChallenges need not be about winning prizes or gaining status. The reward Lounge view/element or consumers could simply be fun interactions in a fun environment. RFID technology allows for real time Facebook likes and updates, enablingLuna Park, a theme park in Sydney, has employed RFID technology to integrate SMS, email, web and consumers to promote the park to theirFacebook into their visitors’ experiences. Visitors register their wristbands online and then compete with their friends online. By incorporating thefriends for their “Extreme O Meter” rating. “Extreme O Meter” element into their activities, Luna Park builds an onlineUsers swipe their wristbands before going on a ride and compete with each other to see who can go on the community of advocates.most rides. Users can also update their Facebook status as well as upload live ride photography, which helpsto promote the park to a wider audience online. The theme park offers are also sent via SMS throughout theday, driving additional engagement and loyalty. previous next©2011 The Lounge Group /
  5. 5. Sampling/Experiential/Personal Challenge:Activate Pedal Powered Vending MachineThe previous examples all illustrate the thrill of competing with other people. Lounge view/But how about just competing against yourself? This example grabs attention because of its unique approach to sampling – makingWith the tag line “bring your legs, not your quarters”, California beverage brand, Activate, who sell vitamin the consumer work for the product, ratherinfused water, have installed a vending machine in Los Angeles which rewards customers with free drinks. than getting something for free. However,Every 30 seconds of pedalling earns participants one free bottle of activate. as this challenge is based on physical activity, it becomes appropriate for a fitness oriented brand, such as Activate, to create an immersive, rewarding challenge-based brand experience. previous next©2011 The Lounge Group /
  6. 6. Viral/Brand Challenge: Click hereSony Ericsson Xperia Arc – Challenge the Greenhouse to check out the video/We’ve seen how the previous challenges operate to engage the consumer and Lounge view/bring them closer to the brand. What about the brand challenging itself in order Sony Ericsson has used challenge asto communicate that it’s ‘best in class’? a theme for the campaign in which the phone is hero, challenging its featuresSony Ericsson has developed a new viral campaign in collaboration with McCann Eriksson Munich to and functionality to communicate theirpromote their Xperia Arc mobile phone. Six challenges were set for the phone to demonstrate its exceptional superiority in a cluttered market. Theirfeatures and a range of videos document the process and results. Most notably, in Challenge the Greenhouse, outputs as online films creates instantlyXperia Arc faced its first challenge to make a flower bloom using only the light from its screen. shareable content for consumers.Further challenges include “Challenge the Driver” and “Challenge the Fast Lane” in which a stunt driver andskateboarders have their vision obscured and replaced with Xperia Arc screens to navigate bustling cities. previous next©2011 The Lounge Group /
  7. 7. trendreport#3a loungegroup trendreport onchallenge‘Challenge’ is a great way to For Consumers: We want to feel special. If a brandconnect with consumers by can relate to us and make us feel rewarded for our efforts in engaging with them, then we are moreoffering both satisfaction and likely to engage in an ongoing interaction withreward for making an effort. them. Without this element of reward, consumersEnsuring consumers feel a sense won’t feel inclined to make the effort. Challengeof personal achievement - provides a raison d’être to engage and can alsoleading to further brand give the strong reward element that comes withengagement, generating word seeking the thrill of the win.of mouth and greater recall. For Brands: Offering reward for engagement byThis includes the following: challenging their consumers with competitions• Providing consumers with a brand experience and events is nothing new. However, often that brings your brand and/or product values aided by the latest technologies, brands are We’re a creative communications to life constantly coming up with new and exciting agency with a network of 10,000 consumers at our heart. ways to connect with their consumers in the form• Engaging with consumer’s personal ambitions, And we’re passionate about of challenges. This allows brands to increase understanding their world and competitive spirit and their desire to achieve connecting with them in the right the level of engagement that they have with and win way. If you’d like to know more audiences through interactivity and therefore about how we do it, email• Facilitating sharing their experience with friends drives stronger recall and loyalty. or call her on 020 7940 4381. and family using technology and social networks