Recent reports predict that in 2018, brand activation revenues are expected to reach $357 billion, so it comes as no surprise that customer activation spending is expected to reach $740 billion U.S. dollars by 2020. Brands are putting more effort than ever before into developing creative activation strategies. Although not every organization has the resources to launch expensive activations, it may surprise you to discover that some of the most successful campaigns were executed on a modest budget. The key to a winning activation is engaging and incentivizing consumers to action. So, if you’ve yet to devise a brand activation strategy or looking for new inspiration, then you’ve come to the right place.
These brands are taking customer activation to the next level. They are engaging and incentivizing audiences using creative strategies that every brand can not only learn from, but afford to implement as well.
Here’s our list of 8 brands who have a proven knack for customer activation and examples of creative campaigns they’ve executed with the help of WILY and SPRY:
Campaign: Celebrating Super Bowl 50
What they did: Football fans across North America were invited to enter for the chance to win a trip for two to Super Bowl 50 and 1 of 150 limited-edition prize packs by playing a Memory Matching game that featured New Era/NFL products.
What they got right: Effectively promoted New Era as the Official Headwear of the NFL while motivating fans with fun engagement mechanics and irresistible prizing.
Read the full success story: How New Era Used a Memory Matching Game to Promote the Super Bowl
Campaign: Unlock to Win Contest
What they did: At participating adidas stores, customers were invited to enter the contest by completing a form and following adidas Canada’s Instagram page. They were then awarded a locker combination that could unlock the locker available on-site at the same store. If the combination opened the locker, they could win 6 potential EQT prize packs including a pair of shoes.
What they got right: Customers were effortlessly driven to retail through the mystery and fun of receiving a locker combination to receive a prize. Additionally, adidas was able to collect customer data by creating a memorable brand experience that consumers were excited to engage with.
Campaign: My Open Goal Contest
What they did: Reebok invited consumers to take a video selfie and record their CrossFit Open Goal. Submissions were uploaded to a live video gallery and a ballot into the grand draw was earned. After uploading their video, users played the instant win, wall ball mechanic for the chance to win Reebok footwear and apparel.
What they got right: Reebok was able to activate Crossfit fans and earn valuable user generated content by motivating consumers with friendly competition; a strategy that speaks directly to the target audience.
Read the full success story: How Reebok Created User Generated Content with an Instant Win Contest
Campaign: Hydration Station at Oshega & Wayhome Music Festivals
What they did: Vitamin Water activated concert-goers at Oshega and Wayhome Music Festivals by setting up hydration stations and using festival wristbands at one of two activation tablets. They were then asked to complete a fun survey to determine which flavor of Vitamin Water they were, given a free sample, and the chance to win a prize.
What they got right: Being able to utilize the festival technology to collect user data and incentivize concert goers with appropriate engagement strategies.
Campaign: Red Bull Crashed Ice Watch & Win Contest
What they did: Red Bull invited fans to watch a series of Crashed Ice videos and answer corresponding questions as fast as possible. Users who made the leaderboard were entered into a Grand Prize draw to win an all-expenses paid VIP trip for two to a future Crashed Ice event.
What they got right: Red Bull successfully promoted the Crashed Ice event leading up to and long after the event by using incentives and creative engagement mechanics to do so.
Read the full success story: How Video Trivia Increased Awareness of the Red Bull Crashed Ice Event
Campaign: “For the love of The Cup” sponsorship activation
What they did: Fans were invited to digitally peel back the wrapper of Reese’s Peanut Butter Cups to reveal whether or not they were a winner. Successful participants revealed Peanut Butter Cups with three Stanley Cups.
What they got right: Develop an activation campaign that leverages Hershey’s sponsorship of the NHL and their TV media investment. Make Reese’s Peanut Butter Cups product the hero of the campaign.
Read the full success story: How Engagement Mechanics Helped Hershey’s Activate their NHL Sponsorship
Campaign: Sport Chek In-Arena Activation with the Edmonton Oilers
What they did: Sport Chek invited fans to enter to win over 850 prizes on their smartphone by digitally shooting (flicking) a puck on a goalie. All prizes were claimed onsite at one of three prize stations operated by Sport Chek Advisors.
What they got right: Created an in-arena digital activation that promotes Sport Chek’s sponsorship of the Edmonton Oilers while engaging fans and driving them to retail.
Read the full success story: How Sport Chek Activated Fans In-Arena with a Flick Mechanic
Campaign: Fan Flight Playoff Contest
What they did: Fans were driven to the contest microsite from www.nba.com/raptors where they were prompted to select the playoff team, Leafs or Raptors, they were cheering for. After selecting their team, fans opted-in to that specific promotion. Winners received 2 round trip tickets, hotel accommodation, transportation and 2 tickets to the game in the playoff destination city.
What they got right: Successfully activated Air Canada’s sponsorship of the MLSE and the NBA by inviting fans to enter for the chance to see their favorite team play live during the playoff season.
Read the full success story: How Air Canada Activated its NBA Sponsorship with a Contest Microsite
In this age of digital transformation, businesses need to take creative risks when it comes to their engagement strategy. Explore the top 10 marketing trends that are disrupting the way we engage consumers in 2018 and beyond.
- Personalizing the Experience with Artificial Intelligence
- Getting Immersive with Virtual Reality & Augmented Reality
- Winning Over Your Customer with Contests and Sweepstakes
- Interactive Case Studies from Dr. Oetker and adidas
- Plus So Much More!