The Thrill of the Find

We’ve all read plenty about how consumers are now more interested in buying into meaningful “experiences" rather than buying “things”, but what constitutes a meaningful experience?

In working with multiple clients building their brand communities at Stag&Hare, we discovered one short answer: bragging rights. In today’s sharing culture, it’s not enough to find the best anything in the anywhere, it’s about telling everyone in your social circle (and beyond) how you found it first, cheapest, fastest. 

We took this insight and applied it to the LA Tourism & Convention Board’s desire to attract millennials to participate in dineL.A.’s winter restaurant week. We identified our target market as “Taste Spotters” -- those who seek, find and share the latest and greatest food and dining experiences. For Taste Spotters, “the art of the find” is not just an advertising campaign, it’s a platform for gamification and sharing. Understanding the need to go high-tech and high-touch, we built on the dineL.A. #dinesnapwin Instagram promotion, providing incentives to digitally share, while providing a printed, whimsical map of Los Angeles neighborhoods, giving the Taste Spotter community tools they can share in real life. 

Building brands through social media is one thing, but making it come to life through integrated marketing is another. Increasingly brands are recognizing that activating brand communities and converting everyday consumers into “influencers” can best be achieved by giving them social currency both on- and off-line. 

Seamlessly bridging the digital and real life divide is where real marketing magic happens. Giving consumers something relevant and engaging to share at the moment of consumption can be a thrilling, delicious combination.