Our own thinking · hypothetical

Ideas lab

How this week's mechanics could work for well-known brands, and a builder that writes an idea and a tracking plan for any brand you type in.

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Build an idea for any brand

Type a brand and pick a goal. You'll get a campaign idea based on a real trend from this week, plus a short plan for goals, KPIs and tracking.

These are not real campaigns. They are our own ideas, showing how this week's mechanics could be used by well-known brands. The brands named have no involvement.

Idea for Spotify · hypothetical

Wrapped: The Final

A live-streamed, long-form game show where the most obsessive fans of one artist compete using their listening data.

Mechanic: Fans opt in with their stats; top listeners qualify; the artist hosts the final.

Inspired by: KFC's superfan game show (Adweek)

Idea for Red Bull · hypothetical

City vs City Session Board

A month-long skate/run/ride challenge where each suburb's tracked activity lights up live DOOH (digital out-of-home) boards, ending in a street event in the winning suburb.

Mechanic: App or Strava tracking → live DOOH leaderboard → finale event.

Inspired by: Hoka's Strava-to-DOOH marathon build-up (Digiday)

Idea for IKEA · hypothetical

Secondhand Rooms

Players donate unused in-game furniture from home-building games; each donation unlocks a real-world contribution to a housing charity.

Mechanic: In-game donation → public tally → matched real donation.

Inspired by: Kirkens Korshær's Secondhand Skins (Creative Review)

Idea for Air New Zealand · hypothetical

Gate 0: a one-night departure-lounge club

A club night built as an airport lounge: boarding-pass tickets, a DJ ‘in-flight set’, with one attendee winning real flights.

Mechanic: Free limited tickets via registration → shareable set → creator clips.

Inspired by: -196's konbini club night (Campaign Brief)

Idea for Nike · hypothetical

The Fit Index

Publish open, evidence-rich data on shoe fit and runner reviews, designed to be cited by AI (artificial intelligence) assistants when people ask which shoe to buy.

Mechanic: Structured reviews + third-party testing → content AI tools can cite.

Inspired by: Research on reviews and evidence in GEO (generative engine optimisation) (Marketing Week)

Idea for Xero · hypothetical

Things Accountants Say

A social-first comedy series built on real frustrations small-business owners have at tax time, co-written with accountants.

Mechanic: Crowd-sourced truths → short sketches → LinkedIn and TikTok.

Inspired by: Humour as B2B (business-to-business)'s weapon of choice (Marketing Week)