Experience Project
The Experience Project is a network where people can connect with each other based on things they care about [the interest graph] rather than being based on who you know [the social graph] i.e. Facebook. It's a place where people can share their thoughts on experiences about everything from global warming to scuba diving to honey harvesting. Not too long ago, brands started to contact the company to see if they could get in front of the site's users who were part of communities that supported causes the brand also backs. A lot of brands [Sony, Haagen-Dazs, and American Express] are moving largely towards cause marketing where they highlight their commitments to certain causes to gain customers and increase loyalty to their brand.
Not too long ago, the Experience Project launched BroadCause, which is a site that highlights all of the brands' cause related campaigns. Today BroadCause launched a new feature that allows charities and non profits to manage their projects and campaigns online. The Experience Project hopes that the increased involvement of non profit organizations and charities will lead to more cause related marketing efforts by other companies.
Currently, most brands are advertising on Facebook because they can find the specific audience they want to target and advertise directly to them. The brand however, has to solely rely on the fact that a person "likes" them because they deeply care about them and we know that this is often not the case. Someone may ask a friend to "like" something because they can benefit in some way however, the person may not care about the brand at all leading to a waste of advertising dollars. And this my friends, is how the Experience Project hopes to differentiate themselves. Their motto being..
Life is full of experiences. What are yours?
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