Participation Marketing: Essays, Atlas, Framework
The Many's core thesis: engaged customers are 50% more likely to repurchase and 70% more likely to recommend, per Harvard Business Review.
How The Many turned Campari's 2014 U.S. Aperol launch into a society instead of a billboard, built on the drink's 3-2-1 ritual.
Why ritual is the brand position reach cannot buy - a repeated action carrying meaning beyond function, from morning coffee to the mat slap.
Instagram's Adam Mosseri (Jan 2025) named watch time, likes and sends as top ranking signals: platforms measure consequence, not craft.
Eleven Cannes Grand Prix winners ran on audience action, including 600K Network's Titanium Lion for a QR vote-verification network in Venezuela.
A community-built map of 5,837 participation examples, from participatory marketing to open governance, scored on five depths of participation.
The author site of The Many co-founder Christian Jacobsen, who argues participation, not persuasion, drives brand growth. Author of Wired to Participate.
A brand cannot build a ritual. It can notice one forming and earn a place inside it, which is the most valuable position a brand can hold.
What game design, from World of Warcraft's Corrupted Blood plague onward, can teach marketers about belonging and building brands people play together.
Eight shapes of participation, seven spatial and one temporal, drawn from 4,500+ cases in the Participation Atlas. Strong brands usually run two or three at once.
