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In Part 1, we explored three Brand Activation models that help transform online interactions into real-world experiences, from event participation challenges and daily accumulation campaigns to community engagement activities.
Read Part 1 here.
In the following section, ExoTrails will introduce two more activation methods that many brands are using to encourage users to actively participate, share their experiences, and return more often through User-Generated Content (UGC) and Gamification.
UGC Activation: Turning participants into brand storytellers
ExoTrails has implemented various UGC Activations in different formats, encouraging the community to create content centered around real-life outdoor experiences.
Some typical Brand Activations include:
TrackMate Video Contest– “Go out in a group, relax, and don’t complain too much.” This encourages users to share videos of trips with friends, family, or colleagues, incorporating real-life situations where the TrackMate feature becomes a useful companion.
Outfit of the Trail / Run, where users upload photos of their favorite outfits for trekking or running on the platform. Basecamp community, contributing to building a culture of sharing and inspiring the outdoor community.
“Go – Tell” and the 2025 contest to recount memorable outdoor adventures, with a prize of a trip to Nam Cat Tien National Park, encourages users to share genuine emotions and experiences instead of just posting pictures.
Lessons ExoTrails learned from UGC campaigns
Through numerous UGC campaigns using video, image, and article formats, ExoTrails has observed:
- Users interact more with content that is storytelling and shares genuine experiences.
- Community-generated content helps brands reach diverse perspectives and build trust more effectively than traditional advertising.
- Everyday situations also provide opportunities for users to naturally showcase the value of a product.
- The entries also reflect customer needs, preferences, and behavior, providing valuable data for businesses to optimize products and build subsequent campaigns.
Suitable for
- Tourism brands and destinations want to share authentic experiences.
- Sports, fashion, and outdoor equipment brands.
- Businesses launch new products or organize seasonal campaigns.
- Events, races, and festivals want to increase their social media content.
- The brand wants to build a community through user-generated content.
Value delivered
- Increase the amount of User-Generated Content (UGC).
- Expand your organic reach on social media.
- Increase trust through real-world user experience.
- Create reusable content sources for communication activities.
- Measure the number of participants, posts, and reach of the campaign.
Gamification Activation: Building multi-stage interactive journeys that extend the user experience
One of the most effective ways to retain users is to transform familiar activities into a game with clear objectives, engaging challenges, and worthwhile rewards.
That’s also how ExoTrails is implemented As The Clouds Go – ExoSeed Challenge.
Presently As The Clouds Go has attracted:
- 271 people participated in just one campaign consisting of 6 challenges.
- 354 task completions indicate users are willing to return to continue their journey and unlock rewards.
- All the rewards have been redeemed (Sold Out), creating a FOMO effect and encouraging users to follow the next challenges on ExoTrails.
Instead of simply showcasing famous cloud-watching spots, the campaign is designed as a multi-stage exploration journey. Users learn about destinations, answer questions, and record outdoor activities to accumulate ExoSeed, unlock exclusive Cloud Stamps, and redeem them for attractive rewards.
Brands are no longer just advertisements; they’ve become an integral part of the experience, accompanying users throughout their journey of overcoming challenges.
Why is this model effective?
Gamification creates an incentive for users to return repeatedly to complete tasks and unlock further rewards. Each step in the journey becomes an opportunity for brands to interact with customers in a more natural way.
In addition, businesses can measure the entire journey of participants, from the challenge start rate and task completion rate to the rate of return to the app.
Suitable for
- Tourist destinations and localities want to promote many landmarks.
- F&B, retail, or lifestyle brands looking to increase engagement.
- The company is implementing a customer loyalty program.
- Brands want to educate users about their products or services through interactive tasks.
- Campaigns need to maintain engagement levels for several weeks.
Value delivered
- Increase the time and frequency with which users interact with the brand.
- Increase campaign completion rates through a reward system.
- Collect behavioral data throughout the user journey.
- Connect your brand with positive experiences instead of just delivering advertising messages.
- Continue to turn every interaction into a memorable experience.
It’s not just an idea, but a platform for implementation
- Increase the time and frequency with which users interact with the brand.
- Increase campaign completion rates through a reward system.
- Collect behavioral data throughout the user journey.
- Connect your brand with positive experiences instead of just delivering advertising messages.
- Continue to turn every interaction into a memorable experience.
Each Brand Activation model requires more than just a creative idea. Businesses also need a platform to deploy, track, and measure campaign effectiveness.
With ExoTrails, businesses can build interactive programs based on Challenges, TrackMate, ExoSeed, QR Activation systems, Leaderboards, Waypoints, and Reward Systems. All are integrated on a single platform, making it easy for participants to discover, complete tasks, and receive rewards, while businesses can track the entire interaction journey.
Whether the goal is to increase brand awareness, attract customers to the point of sale, build a community, or create large-scale gamification campaigns, ExoTrails can customize solutions to suit each need.
Contact Information
Ms. Minh Khue | Marketing Executive
Email: khue.nguyen@exotrails.com
Website: www.exotrails.com
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