advertising week europe: participation brands & lifestyle hacks

Confidential © 2014

participationrules


In any given week less than 0.5% of facebook fans engage with the brand they are fans

of

ParticipationBrands ≠


‘Push’ ‘Pull’brand behaviour


Lifestyle‘Participation’


Brands participating in the flow of and visibly enhancing people’s lifestyles

Lifestyle‘Participation’


ParticipationBrands =1. MATERIAL QUALITYDistinctive, branded, visceral experiences & telling details at every encounter(Beyond ‘Bland’ Consistency)


ParticipationBrands =2. HABITUALITYCreating new lifestylerituals or reframing them from other categories(Beyond Interaction)


ParticipationBrands =3. Practical magicMagical ease and control,turning pain-points intolittle moments of pleasure and delightful discoveries(Beyond Tech as Fad)


Participationbrands =4. TRIBAL IDENTITYMeaningful signs of belonging and affiliation with groups of others in plural social identities(Beyond Brand Image)


5. social currencyTap into social capitalsand implicit consensus (how things are done these days) by designing for the space and moments between(Beyond WOM)

Participationbrands =


1. MATERIAL QUALITYDistinctive, branded, visceral experiences & telling details at every encounter(Beyond ‘Bland’ Consistency)

2. HABITUALITYCreating new lifestylerituals or reframing them from other categories(Beyond Interaction)

3. Practical magicMagical ease and control,turning pain-points into

little moments of pleasure and delightful discoveries

(Beyond Tech as Fad)

4. TRIBAL IDENTITYMeaningful signs of

belonging and affiliation with groups of others

in plural social identities(Beyond Brand Image)

‘Lifestyle Hacking’

5. social currencyTap into social capitals

and implicit consensus (how things are done these days) by designing for the space

and moments between(Beyond WOM)

♯participationrules

TURNING MINI INTO A PARTICIPATION BRAND

‘DEALER’ OR ‘RETAILER’?MATERIAL QUALITY.

MAGIC MOMENTS.PRACTICAL MAGIC.

SURFING AND MAKING CULTURAL WAVES. SOCIAL CURRENCY.

BAKING MORE PARTICIPATION IN.HABITUALITY.

CREATING A PARTICIPATION ‘HALO’.TRIBAL IDENTITY.

=

BRAND BUILDINGIN THE SPACE BETWEEN

@HERDMEISTER

APRIL 2014

SAY WHAT YOU SEE...

THE BIG INSIGHTABOUT BEHAVIOR

BETWEEN ‘KATSBETWEEN EARS

JUST HOW COPYCAT?

COPYINGINDEPENDENT

Give people things to do...

“ORIGINALITY IS FOR PEOPLE WITH SHORT MEMORIES”

GRAYSON PERRY

Source: @gapingvoid


04/02/1404/02/14LIFESTYLEHACKING FORINNOVATORS

DARE TO DEFYCATEGORY FORMATS


04/02/1404/02/14

ANTHROPOLOGISEYOUR PROCESS

LIFESTYLEHACKING FORINNOVATORS


04/02/1404/02/14

WHAT IS YOURTA-DA MOMENT?



04/02/1404/02/14

WHAT SCENE COULD BE

YOUR STAGE?



04/02/1404/02/14

WHAT’S YOURIMITABILITYQUOTIENT?


advertising week europe: participation brands & lifestyle hacks

Marketing