The best examples of branded challenge examples for user engagement

Real-world examples of branded challenge examples for user engagement

Let’s start with what you actually came for: real examples. When marketers ask for examples of branded challenge examples for user engagement, they usually want proof that this stuff works outside of TikTok fever dreams.

Here are several standout case studies from the last few years that show how different brands turned simple prompts into massive user-generated content waves.

1. Chipotle’s #Boorito & #ChipotleSponsorMe: playful food flexing

Chipotle has quietly become one of the best examples of how to treat a branded challenge like an annual content holiday. Their long-running #Boorito Halloween promo turned into a challenge where fans post their costumes and custom burrito orders for a chance at discounts and features.

Then came #ChipotleSponsorMe, where users posted their wildest Chipotle obsession stories, bowl hacks, and skits begging for a sponsorship. The challenge worked because:

• The ask was simple: show your order, your personality, your obsession.
• The reward was clear: free food, clout, and being noticed by a big brand.
• The brand leaned into humor and didn’t over-script it.

If you need an example of a food brand using UGC to drive both sales and culture, this is it.

2. Nike Run Club’s community mileage challenges

Nike doesn’t always slap a hashtag on something and call it a day. Inside the Nike Run Club app, they run recurring mileage and streak challenges where users log runs, share screenshots, and post their progress on social.

Some examples include:

• Monthly mileage goals with digital badges
• City vs. city distance challenges
• Themed runs (e.g., Pride Month, mental health awareness)

Runners screenshot their progress and share it to Instagram Stories and TikTok, tagging Nike and their local communities. This is one of the more subtle examples of branded challenge examples for user engagement because the challenge is baked into product use. Social posting is the flex on top.

If your brand has an app or platform, this is a strong example of keeping the challenge native to your product and letting social be the amplifier.

3. Duolingo’s streak flex and TikTok chaos

Duolingo didn’t start as a challenge brand, but its streak culture turned into a self-sustaining challenge. People share their 365-day streaks, their near-misses, and their “I lost my streak at 2 a.m.” horror stories.

Then Duolingo’s TikTok account started reacting to these posts, stitching and dueting them with the now-famous green owl mascot. The result:

• Users post streak screenshots and language fails.
• Duolingo turns them into content.
• The interactions become a soft challenge: “Can I get noticed by the owl?”

This is one of the best examples of branded challenge examples for user engagement that isn’t announced as a formal challenge. The brand simply treats user behavior as a challenge to participate in.

4. Sephora’s #SephoraSquad application challenge

Sephora’s influencer program, #SephoraSquad, is a masterclass in UGC meets casting call. To apply, creators share a post or video explaining why they should be part of the squad, tag Sephora, and encourage their audience to submit testimonials via a form.

Some reasons this stands out among the best examples:

• The challenge has real, career-changing stakes (brand deals, visibility).
• It runs annually, so it becomes a recurring event.
• It generates tons of authentic product reviews and tutorials.

If you’re looking for examples of branded challenge examples for user engagement that also support influencer discovery, this one belongs on your mood board.

5. Gymshark’s fitness transformation & 66-day challenges

Gymshark leans into fitness culture with transformation and habit-based challenges, like 66 Days | Change Your Life. Users commit to a goal, share their starting point, and post progress over two months using branded hashtags.

These challenges work because:

• The timeline is long enough to build a habit.
• The community aspect is strong—people cheer each other on.
• The brand’s products appear naturally (outfits, gear, accessories).

If you want an example of a brand using challenges to drive long-term engagement instead of one-off spikes, Gymshark is a strong reference.

6. Starbucks’ seasonal drink remix challenges

Starbucks doesn’t always frame them as formal challenges, but every few months, a “secret menu” or custom drink” trend pops up. In recent years, Starbucks has leaned into this by encouraging customers to share their custom drink recipes and seasonal hacks.

Some real examples:

• Pumpkin spice remix challenges in fall
• Red cup photo challenges during the holidays
• Iced drink customizations during summer heat waves

Users post their orders, baristas react, and Starbucks quietly benefits from endless content and FOMO. This is a subtle but powerful example of letting your community lead the challenge and then spotlighting the best posts.

7. Nonprofit and public health challenges: walk, donate, share

It’s not just consumer brands. Nonprofits and public health organizations use challenges to drive awareness and behavior change.

Think of:

• Walk-a-thons where participants share daily steps and fundraising links
• Mental health check-in challenges encouraging people to text or call a friend
• Awareness month prompts (e.g., sharing stories with a cause-related hashtag)

Health-focused challenges work best when they’re grounded in evidence-based guidance. Organizations like the Centers for Disease Control and Prevention (CDC) and National Institutes of Health (NIH) offer research-backed recommendations on physical activity and behavior change that brands can build on.

You can explore related guidance here:

• CDC physical activity basics: https://www.cdc.gov/physicalactivity/basics/index.htm
• NIH health information: https://www.nih.gov/health-information

These aren’t branded challenges in the corporate sense, but they’re powerful examples of branded challenge examples for user engagement when nonprofits co-brand campaigns with sponsors.

Why these examples of branded challenge examples for user engagement actually worked

Looking across these stories, a pattern shows up. The best examples of branded challenge examples for user engagement usually share a few traits:

They’re embarrassingly simple.
“Show us your order.” “Post your streak.” “Share your progress.” None of this requires a storyboard or a film crew. The lower the barrier, the more likely people are to join.

They give people something to prove.
Mileage, streaks, transformations, costumes, custom drinks—these all tap into status, creativity, or identity. A good example of a branded challenge doesn’t just say “Enter to win.” It says “Show who you are.”

They build in social proof.
When you see thousands of people posting their Gymshark progress or SephoraSquad pitches, you get that “I should be doing this too” itch. This herd effect is well-documented in social psychology research from universities like Harvard and others that study social norms and influence (see: https://plato.stanford.edu/entries/social-norms/ for a useful overview).

They give the brand a natural cameo.
In the strongest examples of branded challenge examples for user engagement, the product is present but not forced. Burritos, running shoes, language apps, makeup, leggings—they’re part of the story, not the entire plot.

How to design your own example of a branded challenge that people actually join

Now to the part where you steal like an artist.

When you’re designing your own example of a branded challenge, think in four layers: prompt, proof, payoff, and personality.

Start with a human prompt, not a brand slogan

People respond to prompts that feel like something they’d brag about to a friend. Some examples include:

• “Show us your go-to version of X.”
• “Post your before/after of Y.”
• “Share the weird way you use Z.”

Compare these to a dry corporate prompt like “Share how you enjoy our product.” One sounds like a text from a friend, the other like a survey.

If you’re stuck, look back at the examples of branded challenge examples for user engagement above and strip them to their core:

• Chipotle: “Show your costume + your order.”
• Nike: “Show how far you went.”
• Duolingo: “Show how long you’ve stuck with it.”
• Sephora: “Show why you belong in this community.”

That’s your model.

Make the proof easy to capture

Ask yourself: what does participation look like in one screenshot or 10 seconds of video?

People are busy, and attention spans are short. The best examples of challenges:

• Can be done with a front camera or screen recording
• Don’t require editing skills
• Work in vertical formats by default

If your challenge needs a tripod, a friend, and a day off work, it’s not a challenge—it’s a short film.

Offer a payoff that matches the effort

Not every challenge needs a giant prize pool. In fact, some of the strongest examples of branded challenge examples for user engagement rely more on recognition than reward.

Possible payoffs:

• Feature on brand channels or website
• Early access to products or beta features
• Discount codes or gift cards
• Donations to a cause on behalf of participants

Public recognition taps into the same psychology behind leaderboards and badges. Research on motivation and behavior, like that summarized by the American Psychological Association (APA) (https://www.apa.org/topics/motivation), shows that social recognition can be as motivating as material rewards.

Inject personality into the format

The difference between a boring challenge and one that spreads is tone.

Look at Duolingo’s unhinged owl or Chipotle’s willingness to laugh at itself. These brands don’t sound like legal departments; they sound like people.

When you craft your own example of a branded challenge:

• Use language your audience actually uses.
• Encourage humor, fails, and imperfect attempts.
• React to participants in your brand voice—comments, stitches, duets, reposts.

The more you treat it like a conversation instead of a campaign, the more content you’ll get.

2024–2025 trends shaping new examples of branded challenge examples for user engagement

The platforms and behaviors around challenges keep shifting. If you’re planning your next big prompt, here’s what’s driving the best examples right now.

Short-form video is the default, but not the only option

TikTok, Instagram Reels, and YouTube Shorts still dominate challenge culture. But screenshots (like Nike Run Club stats) and carousels (like transformation photos) are holding their own.

Modern examples of branded challenge examples for user engagement often:

• Start on TikTok or Reels, then spread to Stories and feeds.
• Use sounds or templates that are easy to copy.
• Encourage both polished and low-effort participation.

Design your challenge so it works as a video, but also as a single image or text-based post. You’ll pick up the people who don’t want to dance on camera.

Community and cause-based challenges are rising

People are more skeptical of pure “brand hype” than they were a few years ago. The best examples now often tie into:

• Wellness (movement streaks, sleep challenges)
• Mental health (check-ins, journaling prompts)
• Sustainability (reuse, repair, reduce challenges)

Brands that ground these in real science and public health guidance tend to get more trust. For instance, a movement challenge that aligns with CDC recommendations on weekly physical activity will feel more credible than one with random, extreme goals.

Micro-influencers as challenge catalysts

Instead of betting on one big celebrity, brands are recruiting 20–200 micro-influencers to kick off challenges. They create the first wave of content, then regular users copy the format.

If you look closely at many real examples of viral challenges, you’ll notice the first 10–20 posts look suspiciously polished. That’s your seeding strategy in action.

FAQ: examples of branded challenge examples for user engagement

Q1: What is a simple example of a branded challenge a small business could run?
A local coffee shop could invite customers to share their “morning mug shot” with their drink and tag the shop. Each week, they feature a few posts and give those customers a free pastry. It’s a low-budget example of a branded challenge that generates regular content and repeat visits.

Q2: Do all successful examples of branded challenge examples for user engagement need a prize?
No. Many of the best examples rely on recognition, community, or status instead of big prizes. Duolingo streak posts and Nike mileage screenshots spread because people want to show off progress, not just win something.

Q3: How long should a branded challenge run?
Short, hype-driven challenges often last 1–2 weeks. Habit or transformation-based challenges (like Gymshark’s 66-day format) run longer. Look at your ask: if it requires behavior change, give people at least 30 days; if it’s a simple post, keep it tighter to maintain momentum.

Q4: What are some best examples of platforms for running these challenges?
TikTok and Instagram are still the main stages for most examples of branded challenge examples for user engagement, with YouTube Shorts catching up. If your audience skews professional, LinkedIn can work surprisingly well for portfolio, case study, or career-story challenges.

Q5: How do I measure if my example of a branded challenge actually worked?
Track:

• Number of posts using your hashtag
• Reach and impressions of challenge content
• Engagement (comments, shares, saves)
• Click-throughs to your site or app
• Sales or sign-ups during the challenge window

Compare these to your usual baseline. The strongest examples of branded challenge examples for user engagement show clear lifts in both engagement metrics and business outcomes, not just vanity numbers.