EXPERIENCE
We’ve all been there. That long, meandering
Before kids, I spent a lot of time and money
In the sneaky world of mobile commerce,
journey
endless
on sneakers. Years later, I have come back to
active shopping cart “states” keep my recent
aisle of wonder. This is not an existential
it with quite a different experience. Not only
finds neatly tucked away, begging me to add
examination of social media. Heck, I’m not
do I follow Nike on Instagram, I also keep
more and ultimately check out. Three to five
questioning if Instagram is listening to me.
after many of their ambassadors like Tiger,
days later, I crack open that magical box, try
Are they invading my privacy? Not asking.
Serena, LeBron and Jeter to name a few.
on a bunch, keep what I like, return the rest
It’s all good. I am a willing participant and
Much of my golf looks are Nike too. Many
(free) and move on! It all happens from the
quite enjoy my handheld curated content
say good experiences are built upon some
chair I’m sitting in right now.
and commerce adventures.
modicum of convenience. This feels more
through
Instagram’s
Here’s how I see it. Instagram feeds my passions and presents me with hobbies, many I was unaware could fill my free time with joy. Two such unexpected pandemic pastimes have kept me busy. Sneakers & BBQ.
like an outcome than a driver of engagement and it trivializes the complicated work the brand does to keep getting to know me. Where Facebook didn’t grab me, Insta
I have 10 pairs in my cart right now. I think I’ll buy them all. The other one I never saw coming was BBQ. Grilling. Smoking. Mmmm...
ultimately did. Do you get caught by those
Hobbies can be hard. I’m interested in
innocent product carousels in your feed? No
excelling at new things, but the startup work
matter the frequency they serve up a series
can be a steep climb. Like most, I don’t have
of Pegasus, Air Force 1 or vintage Blazer
an extra 10,000 hours laying around.
kicks, or maybe a Tiger Dri-Fit shirt, I’ll just
my kid’s video games, a quick cheat code
endlessly swipe left. Swipe. Swipe. Swipe.
can jump start things.
I pray each successive swipe yields me a new
A
treasure. Sometimes a sucker, other times
session had me thumbing thru mindless
they surprise me.
content until I came upon a sponsored ad
similar
Saturday
morning
Like
for Traeger Grills. Let’s skip how this arrived in my feed. I was neither in the market for a grill, nor had I done any research online or in a real, live physical store. Heck this was April 2020, no one was going anywhere.
How I became an accidental brand loaylaist. Sneakers & BBQ Written By:
ANDREW SEVIN Executive Vice President, Revenue, Bottle Rocket
