"Events are content"... Industry players like KCC Glass draw attention with participatory marketing

*This content was translated by AI.

- Securing genuine customers through videos, quizzes, and missions... Building brand fandom via events

- KCC Glass Home C expands consumer touchpoints with participatory events linking YouTube and Instagram

The grammar of brand marketing events is changing. Moving beyond one-off contests that simply offer prizes, "participatory events" that encourage consumers to directly experience brands and consume content are establishing themselves as a new marketing strategy.

What the industry is focusing on is not the "quantity" but the "quality" of participation. While simple contest formats are effective at increasing participant numbers in the short term, they make it difficult to filter out so-called "cherry pickers" who participate solely for prizes. In contrast, combining video viewing, quizzes, mission completion, and verification events is evaluated as a way to broaden touchpoints with consumers who actually experience the brand and show interest.

According to an analysis of Google's "2025 YouTube Works Awards," 82% of award-winning campaigns were participatory marketing cases that spurred voluntary consumer participation. This signifies that events are evolving into core channels for accumulating brand experiences and building fandoms, going beyond mere promotional tools.

The construction materials and interior design industries, where consumer touchpoints are relatively limited, are also keeping pace with this trend. KCC Glass's interior design-focused brand, Home C, is recently expanding its consumer touchpoints by conducting participatory events that link its official Instagram and YouTube channels.

This event was structured to require participation after watching a YouTube video containing information related to interior design. Reflecting the characteristics of the interior market where thorough information exploration significantly influences purchasing decisions, it is designed so that consumers naturally acquire interior information while simultaneously experiencing the brand.

Participants can check Home C's major product information such as high-end ERS flooring "Forestone," high-insulation windows "Home C Window One Villas," and space-selective remodeling products "Home C Space Package" by watching videos, and can also receive prizes through verification.

Participatory events are spreading across all industries. Baskin-Robbins drew about 80,000 participants through a participatory contest where consumers proposed their own ice cream recipes, while Samyook Dooyu expanded its SNS fandom with quizzes and combination-drawing events using its own characters. Baemin is also strengthening brand experiences by operating experiential events that link mission-based games with offline pop-up stores.

A KCC Glass official stated, "Interior design is a high-involvement market where understanding and comparing products thoroughly is important," adding, "Going forward, we plan to continuously showcase participatory content that allows consumers to gain both useful information and fun, and to expand communication with customers through various SNS channels."

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*This content was translated by AI.