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FuturistU > Marketing > Marketing in the Crisis of Authenticity > Module 3 / 4

Marketing Through Instant Gratification

Instructor: Gil Haddi
Brand Authenticity
Download the Brand Authenticity Trend Report
Today’s consumers have shorter attention spans than ever before, so if your message doesn’t give them the instant gratification they’ve come to expect from brands, you’re going to get skipped. Gen Z, which accounts for 40% of all consumers, also comprises the majority of the Skip Generation, known for flipping past video content without a second thought. Paying for non-skippable content is not the answer, as this only serves to break consumer trust and interest.

Instead, this module focuses on the 5 key tactics in every marketer’s toolbox that will help stop the Skip Generation from skipping over you. These are 5 tactics already in your arsenal that will give you a leg up in creating brand appeal within today’s internet culture and fulfill the growing desire for instant gratification.
Related Trend Report: Brand Authenticity
Workshop Question:
If you had to distill your brand story or persona into 6 seconds, what would the most interesting part of your message be?
Jeremy Gutsche Keynote Speaker

Featured Insights

Promotional 8-Bit
Brands launch 8-bit games that highlight particular features or programs
Trend - A number of brands have recently launched interactive campaigns in the form of 8-bit video games that serve to educate individuals on brand developments and leave a lasting impression. The use of 8-bit games as promotional content can be seen across a number of industries including grocery stores, hotels, and TV series.
Workshop Question - What retro tech experiences can you co-opt in order to create a memorable interactive campaign?
3.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Rewarding Grocery Games
Rewarding Grocery Games
No Frills' Branded Video Game Lets Players Earn Real Loyalty Points
Around this time last year, Canadian discount store chain No Frills released its streetwear-inspired Hauler clothing line and now, it is launching a branded video game called Hauler Aisles of Glory.... MORE
8-Bit Hotel Games
8-Bit Hotel Games
'Belle the Bear' is a Frogger-Style Game from W Hotels That Offers Real Prizes
‘Belle the Bear’ is a new retro game from W Hotels that can now be played online to win a variety of prizes like The Ultimate Bellevue Adventure and Starwood’s Preferred Guest (SPG)... MORE
8-Bit Themed Baseball Cleats
8-Bit Themed Baseball Cleats
adidas Created a Snapchat Game to Market Its Limited Edition Cleats
adidas has created a Snapchat game in order to promote the release of limited edition baseball cleats, which are 8-bit themed. The Snapchat game is titled Baseball’s Next Level, and it is the... MORE
play_circle_filledParental 8-Bit Games
Parental 8-Bit Games
NERF France Created 'Be a Hero Again' to Help Parents Feel Cool
To acknowledge the fact that Father’s Day is coming up and kids quickly grow up and see their parents in a different light, NERF France created a fun 8-bit game called ‘Be a Hero Again.&#... MORE
play_circle_filled8-Bit TV Series Games
8-Bit TV Series Games
Netflix and BonusXP Created the Retro-Inspired 'Stranger Things: The Game'
To build excitement around the release of Stranger Things season two, Netflix and BonusXP collaborated on ‘Stranger Things: The Game.’ In the spirit of the series, which is heavily... MORE
Branded Mockery
Brands poke fun at their rivals in bolder, call-out strategies
Trend - Beyond social media battles and light-hearted exchanges, brands in QSR all the way to fashion are taking more risks through activations and real-world campaigns that call out their competitors in negative, albeit humorous, ways. These examples speak to the evolution of brand identities and willingness to take risks when it comes to consumer communication and messaging in the public space.
Workshop Question - What risks are you willing to take to be more open and transparent with your consumers in terms of outlining your value proposition?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Rewarded Action
Brands are requiring customers to participate in tasks before they are rewarded
Trend - Brands are encouraging consumers to participate in various tasks and experience before they are granted access to the products and services being featured. This type of action diverts the consumer's attention from being "sold to," to being interacted with. Furthermore, it highlights a shift toward the "attention economy," wherein experience is as valuable as money.
Workshop Question - How could your brand better utilize the attention economy?
3.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Rebellious Sport-Related Contests
Rebellious Sport-Related Contests
Volvo's Super Bowl Contest Prompts One Not to Watch the Event
Swedish automaker Volvo launches a curious Super Bowl contest that actually encourages the audience not to watch the football event. The campaign is linked to a promotional smartphone game —... MORE
Transportation-Friendly Recycling Schemes
Transportation-Friendly Recycling Schemes
+ Ricicli + Viaggi Exchanges Plastics for Metro Rides
A new recycling scheme is in place Rome and the initative will definitely have an impact due to its lucrative offer. It is called + Ricicli + Viaggi (which translates to + Recycle, + Travel). The... MORE
Snowy Takeout Experiences
Snowy Takeout Experiences
Taco Bell Canada Created the World's First Slide-Thru Takeout Window
In recent months, fast food fans have been treated to a number of innovations and marketing stunts centered around the drive-thru experience and Taco Bell Canada is now opening what it calls the... MORE
play_circle_filledRemote Fast Food Drive-Thrus
Remote Fast Food Drive-Thrus
Popeyes' '12-Hr Drive Thru' Spotlights Its 12-Hour Marinated Chicken
One of the main reasons that fast food drive-thrus exist is so that consumers can quickly grab a meal while they are on the go. With its ‘12-Hr Drive Thru,’ Popeyes is turning this... MORE
play_circle_filledFantasy Blood Donation Campaigns
Fantasy Blood Donation Campaigns
'Bleed for the Throne' Asks Game of Thrones Fans to Donate Blood
Game of Thrones is a show that does not shy away from bloodshed, as viewers have watched characters who they love and despise bleed for the throne. While fans eagerly await the arrival of the newest,... MORE
ASMR Campaigning
The popularity of ASMR has resulted in its adoption into brands' campaigns
Trend - The popularity of 'autonomous sensory meridian response" (or ASMR) on social media has remained pervasive, and brands are taking note of the consumer interest in such videos by creating ads that mimic the same sensorial responses. Incorporating ASMR into commercials allows for brands to connect with what's now familiar to consumers, but via unlikely platforms that have a history of "playing it safe."
Workshop Question - Conceptualize an ASMR-based commercial for one of your products/services.
3.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hyper-Focused Soda Ads
Hyper-Focused Soda Ads
The New Coca-Cola Print Ads are Quite Impactful in a Subtle Manner
In conjunction with the soda giant, marketing firm David the Agency launched a range of Coca-Cola print ads that are visually striking. By focussing very intensely on the fizziness of the drink, as... MORE
ASMR Cider Campaigns
ASMR Cider Campaigns
Strongbow's Chinese New Year Campaign Shares Pleasant Sounds
In celebration of the Chinese New Year, Strongbow Apple Ciders launched a unique cider campaign that’s centered around the autonomous sensory meridian response (ASMR) and using quiet, soothing... MORE
play_circle_filledMeditative Fast Food Ads
Meditative Fast Food Ads
KFC Partners with Mother London for Soothing and Tasty Imagery
KFC truly takes fast food advertisement to new heights with the ‘KFChill’ series. Together with creative agency Mother London, the restaurant franchise builds on the wellness movement... MORE
play_circle_filledRelaxing Back-to-School Commercials
Relaxing Back-to-School Commercials
This 25-Minute 'Oddly IKEA' Ad is a Sponsored ASMR Video
Although the majority of back-to-school ads are designed to get students hyped up and excited about returning to class in the fall, the ‘Oddly IKEA: IKEA ASMR’ video takes a completely... MORE
play_circle_filledASMR Lighter Campaigns
ASMR Lighter Campaigns
Zippo's ASMR Video is Released as the Brand Trademarks Its Clicking Sound
The iconic design of the Zippo is synonymous with elegance and confidence and to further confirm this, Zippo’s ASMR video announces that the lighter’s classic clicking noise has been... MORE
Branded Cookbook
Brands both within and outside the food industry release their own cookbooks
Trend - The interactive nature of the cookbook has led to companies branching out and releasing their own, all of which are based on the products they already offer. This distinct marketing tactic allows for brands to showcase the diversity of their product range, while offering consumers a collector's item that keeps the brand top of mind.
Workshop Question - Conceptualize an interactive book that your brand could use as a promotional tool.
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Quest
Revamped scavenger hunts let consumers participate in immersive brand adventures
Implications - Consumers desiring out-of-home experiences turn to brand-made games like scavenger hunts to connect more deeply with companies. Including up-leveled scavenger hunts to find physical objects, or augmented reality-based app games, consumers are reliving nostalgic games from their childhood in a modern setting. This unique marketing strategy can play an effective role in a brand’s overall image and engage consumers for extended periods of time.
Workshop Question - How can your brand play a role in your consumer's leisure and play time?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Episodic Campaign
Video ads create dramatic narratives to engage consumers
Implications - Utilizing the drama, intrigue and plot techniques often associated with feature films and binge-worthy TV shows, commercials are ramping up production value to capture the hearts and minds of consumers. By engaging consumer's emotions and piquing their curiosity, advertisers are generating excitement around featured brands through association, keeping intrigued consumers coming back for more. Episodic style marketing also serves to present products and brands more organically to the consumer, mimicking the method of casual product placement.
Workshop Question - What larger narrative could you create around your brand and offerings?
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Faux Movie Trailer Commercials
Faux Movie Trailer Commercials
Web of Fries is Taco Bell's Faux Trailer to Finally Introduce Fries
Taco Bell’s latest faux trailer for its film Web of Fries is an amazing marketing campaign that tackles the introduction of Taco Bell fries. The ad portrays itself as a conspiracy thriller and... MORE
Short-Form Horror Campaigns
Short-Form Horror Campaigns
Hulu's 'Huluween' Campaign Rolled Out Six Short-Form Anthology Films
This Halloween, the streaming site Hulu released a unique ‘Huluween’ campaign where it immersed viewers in horror-themed content. The activation included a short-form anthology series... MORE
play_circle_filledCandy Brand Halloween Campaigns
Candy Brand Halloween Campaigns
Mars Inc. Created a Series of Frightening Commercials
Mars Inc took a unique route in promoting its candy products this Halloween, creating a series of short horror films for its commercials in a campaign called Bite Size Horror. The unique... MORE
play_circle_filledCreatively Romantic Beauty Commercials
Creatively Romantic Beauty Commercials
Shiseido Targets Halloween Consumers with Heart-Warming Ads
Japanese cosmetic company Shiseido diverges from the traditional spooky marketing methods during the month of October and instead embraces a romantic Halloween-inspired approach for its latest... MORE
play_circle_filled90s Christmas Movie-Inspired Ads
90s Christmas Movie-Inspired Ads
The Home Alone Again with the Google Assistant Ad is Nostalgic
Fans of the iconic Home Alone Christmas films are sure to get a kick out of the Home Alone Again with the Google Assistant commercial that has been unveiled by the technology brand as a nostalgic... MORE

Insights by Trend Hunter AI

Shoppable Short
Shoppable short-form video content enhances digital shopping experiences
Trend - Shoppable short-form video content and ads are becoming increasingly prominent digital strategies among brands across industries. This content merges traditional ads with modern tech habits--offering customers more engaging and convenient forms of online shopping.
Workshop Question - How could your brand more effectively engage customers with its online experiences?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Web3 Tourism
The travel industry is beginning to integrate aspects of a decentralized Internet
Trend - At face value, technologies like the Metaverse or NFTs seem antithetical to the travel industry in that they challenge the value of physical over digital. However recent developments in the tourism industry show Web3 technologies adding delight and convenience to various parts of the journey, from booking to an in-person experience.
Workshop Question - How would a decentralized Internet impact your industry positively? Negatively?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
LGBTQ+ Gaming
Developers are creating games that represent LGBTQ+ communities and stories
Trend - Game developers are addressing the issue of inadequate LGBTQ+ representation in gaming. These communities often feel unrepresented by games that center around straight, cisgender characters. Development studios are addressing this blindspot by promoting LGBTQ+ characters and stories in video games.
Workshop Question - How does your brand ensure diversity and equality in its services or products?
2.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Profitable Gaming
Developers are leveraging the blockchain to create play-to-earn game models.
Trend - The convenience of blockchain technologies led to developers incentivizing players to play their games for monetary compensation. These games award players NFTs and cryptocurrencies for performing well, providing direct and immediate real-world value for engaging with play-to-earn games.
Workshop Question - How does your brand contribute to the betterment of its customers?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends