Discounts are a shot-in-the-arm to get a sales spike or lift. But this works negatively for a brand.

In order to meet revenue target requirements often brands take to periodic discounting. Leading to a perception of being a discount brand in the long run. Thus, affecting the brand’s reputation.

A challenge gives the customers and people an experience that they talk about.

In social media you see innumerable challenges that are on.

Why does it work?

Simply because it creates an interest-based activity which appeals emotionally.
Resulting in a community forming around that challenge.

As the group participates in it, they share
It creates content for and on the brand
Resulting in high visibility and awareness.

The diversity of the content provides entertainment.
That leads to engagement through enjoyment.

What you enjoy you remember! That’s what stays.
The fun.

Creating a preference for purchase.