{"version":"1.0","type":"stack","id":"921e4582-8dac-4786-aeaa-216391c8887c","url":"https://stacklist.com/c/business/stack/921e4582-8dac-4786-aeaa-216391c8887c","title":"Participation Marketing - Essays and Framework","description":"The Many's case for participation over persuasion: essays from The Participation Exchange, the Participation Atlas, and Christian Jacobsen's site. For food and beverage brand marketers.","privacy":"public","created_at":"2026-09-23T11:28:42.567Z","updated_at":"2026-09-23T11:28:42.567Z","author":{"username":"christian-jacobsen-800-user","name":"Unknown","url":"https://stacklist.com/christian-jacobsen-800-user","type":"person"},"category":{"id":"business","name":"business","url":"https://stacklist.com/c/business"},"items":[{"id":"83d5d1cf-2000-4670-912b-ff01ac0e8371","position":1,"title":"Participation: How The Many Builds Brand Relevance","url":"https://www.themany.com/participation","note":"The Many's core thesis: engaged customers are 50% more likely to repurchase and 70% more likely to recommend, per Harvard Business Review.","image":{"url":"https://ucarecdn.com/32fa4ae9-53d6-4c19-a31b-9e6ebd7969d4/","alt":"Participation: How The Many Builds Brand Relevance","width":193,"height":145},"direct_link":"https://stacklist.com/card/83d5d1cf-2000-4670-912b-ff01ac0e8371","created_at":"2026-09-23T11:28:44.374Z","updated_at":null,"aco":{"summary":"This content argues that brands must build relevance through participatory culture by inviting active engagement rather than passive consumption from their audiences. Participation drives loyalty, with engaged customers 50% more likely to make repeat purchases and 70% more likely to recommend brands to others.","tags":["participatory-culture","brand-engagement","community-building","customer-loyalty","social-marketing","active-participation","brand-relevance"],"key_entities":[{"name":"Harvard Business Review","type":"organization","confidence":0.95},{"name":"participatory culture","type":"concept","confidence":0.98},{"name":"brand relevance","type":"concept","confidence":0.97},{"name":"customer loyalty","type":"concept","confidence":0.96},{"name":"community engagement","type":"concept","confidence":0.95}],"classification":"reference","language":"en","confidence":0.85,"provenance":{"model":"claude-haiku-4-5","tool":"@stacklist/be@0.1.0","confidence":0.85,"timestamp":"2026-09-22T22:28:36.678Z"},"token_counts":{"approximate":410,"cl100k":354},"content_hash":"sha256:dcacbc0342b8aaf3048a955ec974452eed24781bcdcbb712501f6c44a8e4a1a6","acp_version":"0.2","body_available":true,"body_tokens":410,"visibility":"public","agent_accessible":true,"status":"final"}},{"id":"12e1aa9c-e30c-46d1-939b-62d12d78dc16","position":2,"title":"Nobody Needs Another Ad for a Drink","url":"https://www.theparticipationexchange.com/p/nobody-needs-another-ad-for-a-drink","note":"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.","image":{"url":"https://ucarecdn.com/3b3b5f56-dfdf-436b-a51a-fd450f61ee8c/","alt":"Nobody Needs Another Ad for a Drink","width":1200,"height":630},"direct_link":"https://stacklist.com/card/12e1aa9c-e30c-46d1-939b-62d12d78dc16","created_at":"2026-09-23T11:28:47.887Z","updated_at":null,"aco":{"summary":"Campari's Aperol Spritz U.S. launch rejected traditional billboard advertising in favor of building the Aperol Brunch Society, a community-driven campaign that leveraged social media and user-generated content. The strategy recognized that millennials distrust ads but trust peer recommendations, resulting in hiring four Chief Brunch Officers through Instagram to authentically represent the brand.","tags":["advertising","marketing-strategy","social-media","brand-building","aperol","community-driven","millennials"],"key_entities":[{"name":"Campari","type":"organization","confidence":0.99},{"name":"Aperol","type":"organization","confidence":0.99},{"name":"Christian Jacobsen","type":"person","confidence":0.95},{"name":"Aperol Brunch Society","type":"concept","confidence":0.98},{"name":"United States","type":"location","confidence":0.95},{"name":"Los Angeles","type":"location","confidence":0.85},{"name":"New York","type":"location","confidence":0.85},{"name":"San Francisco","type":"location","confidence":0.85},{"name":"Miami","type":"location","confidence":0.85},{"name":"Aperol Spritz","type":"concept","confidence":0.99},{"name":"Chief Brunch Officers","type":"concept","confidence":0.92},{"name":"Instagram","type":"technology","confidence":0.95},{"name":"social-media-marketing","type":"concept","confidence":0.9}],"classification":"analysis","language":"en","confidence":0.85,"provenance":{"model":"claude-haiku-4-5","tool":"@stacklist/be@0.1.0","confidence":0.85,"timestamp":"2026-09-22T22:45:46.841Z"},"token_counts":{"approximate":3114,"cl100k":2590},"content_hash":"sha256:e58fd9ff4d56b4bedc0de5d4699223f8bd851ca763e33abe40551e53857a84e8","acp_version":"0.2","body_available":true,"body_tokens":3114,"visibility":"public","agent_accessible":true,"status":"final"}},{"id":"5cd019e0-24d5-430a-8ccc-f210a664578d","position":3,"title":"Rituals Beat Reach","url":"https://www.theparticipationexchange.com/p/rituals-beat-reach","note":"Why ritual is the brand position reach cannot buy - a repeated action carrying meaning beyond function, from morning coffee to the mat slap.","image":{"url":"https://ucarecdn.com/0a34d3ee-070b-4b57-8fa4-227abb6fa652/","alt":"Rituals Beat Reach","width":1200,"height":630},"direct_link":"https://stacklist.com/card/5cd019e0-24d5-430a-8ccc-f210a664578d","created_at":"2026-09-23T11:28:51.173Z","updated_at":null,"aco":{"summary":"Rituals Beat Reach explores how repeated actions carry meaning beyond their functional purpose and serve as grounding forces in an increasingly fast-paced world. The article argues that rituals, from morning coffee routines to cultural observances, create patterns and continuity that help humans make sense of time and change.","tags":["rituals","brand-marketing","meaning-making","repetition","human-behavior","cultural-practice"],"key_entities":[{"name":"Christian Jacobsen","type":"person","confidence":0.95},{"name":"ritual","type":"concept","confidence":0.99},{"name":"brand-marketing","type":"concept","confidence":0.9},{"name":"reach","type":"concept","confidence":0.85}],"classification":"analysis","language":"en","confidence":0.85,"provenance":{"model":"claude-haiku-4-5","tool":"@stacklist/mcp-server@2.0.0","confidence":0.85,"timestamp":"2026-09-22T22:45:40.506Z"},"token_counts":{"approximate":3573,"cl100k":2840},"content_hash":"sha256:6558ae6233ed14aedaf592db8d0f4f849126cc1ad83ebbd5c8d543216925bf7f","acp_version":"0.2","body_available":true,"body_tokens":3573,"visibility":"public","agent_accessible":true,"status":"final"}},{"id":"2f18ac84-434d-4529-91da-4358a2f8e207","position":4,"title":"The Algorithm Wants Culture, Not Content","url":"https://www.theparticipationexchange.com/p/the-algorithm-wants-culture-not-content","note":"Instagram's Adam Mosseri (Jan 2025) named watch time, likes and sends as top ranking signals: platforms measure consequence, not craft.","image":{"url":"https://ucarecdn.com/f388467f-e025-4b72-9e16-fdbff193604f/","alt":"The Algorithm Wants Culture, Not Content","width":1200,"height":630},"direct_link":"https://stacklist.com/card/2f18ac84-434d-4529-91da-4358a2f8e207","created_at":"2026-09-23T11:28:54.853Z","updated_at":null,"aco":{"summary":"The Algorithm Wants Culture, Not Content explains how social media platforms have shifted from measuring exposure to measuring consequence, fundamentally changing what creative work must accomplish. Platforms now prioritize metrics like watch time, likes, and shares, meaning brands must create work that sparks participation and cultural behavior rather than passive consumption.","tags":["algorithm","culture","content-marketing","social-media","engagement","participation","platform-strategy"],"key_entities":[{"name":"Christian Jacobsen","type":"person","confidence":0.95},{"name":"Adam Mosseri","type":"person","confidence":0.95},{"name":"Instagram","type":"organization","confidence":0.95},{"name":"TikTok","type":"organization","confidence":0.95},{"name":"YouTube","type":"organization","confidence":0.95},{"name":"e.l.f. Cosmetics","type":"organization","confidence":0.9},{"name":"Movers+Shakers","type":"organization","confidence":0.85},{"name":"The Participation Exchange","type":"concept","confidence":0.9}],"classification":"analysis","language":"en","confidence":0.85,"provenance":{"model":"claude-haiku-4-5","tool":"@stacklist/mcp-server@2.0.0","confidence":0.85,"timestamp":"2026-09-22T22:45:48.431Z"},"token_counts":{"approximate":3241,"cl100k":2622},"content_hash":"sha256:a84f49a6e07f611f4063cc934d63ac76cc92c8a0eb238b087814778861a4e6f3","acp_version":"0.2","body_available":true,"body_tokens":3241,"visibility":"public","agent_accessible":true,"status":"final"}},{"id":"e74c80f1-5645-4ada-bc02-e0c4d34639d5","position":5,"title":"Participation Had a Very Good Year at Cannes","url":"https://www.theparticipationexchange.com/p/participation-had-a-very-good-year","note":"Eleven Cannes Grand Prix winners ran on audience action, including 600K Network's Titanium Lion for a QR vote-verification network in Venezuela.","image":{"url":"https://ucarecdn.com/0e37085b-9132-4ee6-98bd-48163c7adcdc/","alt":"Participation Had a Very Good Year at Cannes","width":1200,"height":630},"direct_link":"https://stacklist.com/card/e74c80f1-5645-4ada-bc02-e0c4d34639d5","created_at":"2026-09-23T11:28:58.223Z","updated_at":null,"aco":{"summary":"Participation had a very good year at Cannes Lions, with approximately one-third of Grand Prix winners built on audience action and participation rather than passive consumption. The trend notably appeared across diverse categories including Creative Strategy, Creative Commerce, and Media, suggesting participation is becoming a core business strategy rather than a marketing fad.","tags":["participation","cannes-lions","marketing","audience-engagement","brand-strategy","campaign-analysis"],"key_entities":[{"name":"Christian Jacobsen","type":"person","confidence":0.95},{"name":"Cannes Lions","type":"event","confidence":0.95},{"name":"Participation Exchange","type":"concept","confidence":0.85},{"name":"Wired To Participate","type":"concept","confidence":0.85},{"name":"600K Network","type":"organization","confidence":0.9},{"name":"Mother London","type":"organization","confidence":0.85},{"name":"Heineken","type":"organization","confidence":0.9},{"name":"Wisła Kraków","type":"organization","confidence":0.85},{"name":"Uber Eats","type":"organization","confidence":0.9},{"name":"adidas","type":"organization","confidence":0.9},{"name":"Venezuela","type":"location","confidence":0.9},{"name":"Cannes","type":"location","confidence":0.95}],"classification":"analysis","language":"en","confidence":0.85,"provenance":{"model":"claude-haiku-4-5","tool":"@stacklist/mcp-server@2.0.0","confidence":0.85,"timestamp":"2026-09-22T22:45:51.207Z"},"token_counts":{"approximate":1836,"cl100k":1541},"content_hash":"sha256:dbda0342ffdc24934cf8d6f0b33cc9299d1803ee881e9842752edc5a29c3113c","acp_version":"0.2","body_available":true,"body_tokens":1836,"visibility":"public","agent_accessible":true,"status":"final"}},{"id":"73d02110-bea1-4106-88d5-dee04db1d535","position":6,"title":"The Participation Atlas: A Living Record of Co-Creation","url":"https://participationatlas.com","note":"A community-built map of 5,837 participation examples, from participatory marketing to open governance, scored on five depths of participation.","image":{"url":"https://ucarecdn.com/ec2ea730-5e90-4121-b50d-55d2591ca8c2/","alt":"The Participation Atlas: A Living Record of Co-Creation","width":1280,"height":800},"direct_link":"https://stacklist.com/card/73d02110-bea1-4106-88d5-dee04db1d535","created_at":"2026-09-23T11:29:01.931Z","updated_at":null,"aco":{"summary":"The Participation Atlas is a living map that visualizes how people around the world participate in civic and social activities. It serves as an interactive reference resource for understanding global participation patterns and trends.","tags":["participation","atlas","mapping","global","civic-engagement","interactive-resource"],"key_entities":[{"name":"Participation Atlas","type":"concept","confidence":0.95},{"name":"civic participation","type":"concept","confidence":0.85},{"name":"participationatlas.com","type":"technology","confidence":0.9}],"classification":"reference","language":"en","confidence":0.85,"provenance":{"model":"claude-haiku-4-5","tool":"@stacklist/mcp-server@2.0.0","confidence":0.85,"timestamp":"2026-09-22T22:45:35.458Z"},"token_counts":{"approximate":26,"cl100k":21},"content_hash":"sha256:7ed93d0f4c8459269d703234e51d0c663bf7dc9311b172d3019c518d88aae402","acp_version":"0.2","body_available":true,"body_tokens":26,"visibility":"public","agent_accessible":true,"status":"final"}},{"id":"3f10ad0c-f772-41ba-b7d6-ea3ace74ab4a","position":7,"title":"Participation is the human operating system.","url":"https://christiankjacobsen.com/","note":"Official reference from christiankjacobsen.com.","image":{"url":"https://ucarecdn.com/475467bb-5ab0-4ede-924d-7a95ec721e4e/","alt":"Participation is the human operating system.","width":1200,"height":630},"direct_link":"https://stacklist.com/card/3f10ad0c-f772-41ba-b7d6-ea3ace74ab4a","created_at":"2026-09-23T11:29:04.529Z","updated_at":null,"aco":{"summary":"Christian Jacobsen is co-founder of The Many and author of 'Wired to Participate,' advocating that participation is the fundamental human operating system. With 30 years in creative advertising and entrepreneurship, he argues that people want meaningful roles in the things they care about rather than being passive audiences.","tags":["participation","creative-strategy","leadership","co-founder","business","human-centered-design","entrepreneurship"],"key_entities":[{"name":"Christian Jacobsen","type":"person","confidence":0.99},{"name":"The Many","type":"organization","confidence":0.99},{"name":"Participation","type":"concept","confidence":0.98},{"name":"Wired to Participate","type":"concept","confidence":0.97},{"name":"Participation Atlas","type":"concept","confidence":0.96},{"name":"The Loose Grip","type":"concept","confidence":0.95},{"name":"Ad Age","type":"organization","confidence":0.85},{"name":"Jiu-jitsu","type":"concept","confidence":0.88},{"name":"participationatlas.com","type":"concept","confidence":0.9},{"name":"Page Two","type":"organization","confidence":0.8}],"classification":"reference","language":"en","confidence":0.85,"provenance":{"model":"claude-haiku-4-5","tool":"@stacklist/be@0.1.0","confidence":0.85,"timestamp":"2026-09-22T22:28:33.636Z"},"token_counts":{"approximate":1385,"cl100k":1238},"content_hash":"sha256:e89a8f55e1e91a04ed444f86f3b85e1110342f2d30694cc654b5481b3b387e73","acp_version":"0.2","body_available":true,"body_tokens":1385,"visibility":"public","agent_accessible":true,"status":"final"}},{"id":"7e8bb3f9-6cfd-41d1-b029-a9713b7470e9","position":8,"title":"Brands Don't Build Rituals","url":"https://www.theparticipationexchange.com/p/brands-dont-build-rituals","note":"Official reference from theparticipationexchange.com.","image":{"url":"https://ucarecdn.com/cb3940b1-f177-4958-82ac-e84906bae82f/","alt":"Brands Don't Build Rituals","width":1200,"height":630},"direct_link":"https://stacklist.com/card/7e8bb3f9-6cfd-41d1-b029-a9713b7470e9","created_at":"2026-09-23T11:29:07.078Z","updated_at":null,"aco":{"summary":"Brands cannot build rituals; they can only notice them forming and earn a place within them. Ritual requires three properties—sensory texture, intentional meaning, and identity formation—where only the first can be designed by brands, while meaning and identity must emerge from the participant themselves.","tags":["ritual","branding","identity","engagement","participation","marketing","behavior"],"key_entities":[{"name":"Christian Jacobsen","type":"person","confidence":0.95},{"name":"ritual","type":"concept","confidence":0.99},{"name":"participation","type":"concept","confidence":0.92},{"name":"identity","type":"concept","confidence":0.98},{"name":"engagement","type":"concept","confidence":0.94},{"name":"persuasion","type":"concept","confidence":0.88}],"classification":"analysis","language":"en","confidence":0.85,"provenance":{"model":"claude-haiku-4-5","tool":"@stacklist/be@0.1.0","confidence":0.85,"timestamp":"2026-09-22T22:45:45.698Z"},"token_counts":{"approximate":3507,"cl100k":2820},"content_hash":"sha256:bd09f9dec4674b2fe5e84bbdd7cede2444be7805785c759956b401244f518415","acp_version":"0.2","body_available":true,"body_tokens":3507,"visibility":"public","agent_accessible":true,"status":"final"}},{"id":"b72fa99a-e420-40a7-bd8f-e3ea0b286332","position":9,"title":"Building Multiplayer Brands","url":"https://www.theparticipationexchange.com/p/building-multiplayer-brands","note":"Official reference from theparticipationexchange.com.","image":{"url":"https://ucarecdn.com/0747f71d-1518-4a37-92b2-15b5cc01d97f/","alt":"Building Multiplayer Brands","width":1200,"height":630},"direct_link":"https://stacklist.com/card/b72fa99a-e420-40a7-bd8f-e3ea0b286332","created_at":"2026-09-23T11:29:10.496Z","updated_at":null,"aco":{"summary":"Building Multiplayer Brands explores how game design principles, particularly the shift from single-player to multiplayer experiences, can teach marketers about creating spaces where communities generate their own meaningful stories. The essay uses the World of Warcraft Corrupted Blood plague as a case study to demonstrate how unscripted player interactions create more memorable and engaging experiences than designer-controlled narratives.","tags":["multiplayer-brands","game-design","community-building","belonging","user-generated-content","brand-strategy"],"key_entities":[{"name":"Christian Jacobsen","type":"person","confidence":0.95},{"name":"World of Warcraft","type":"technology","confidence":0.98},{"name":"Corrupted Blood plague","type":"event","confidence":0.97},{"name":"Journey","type":"technology","confidence":0.92},{"name":"The Participation Exchange","type":"organization","confidence":0.9},{"name":"multiplayer game design","type":"concept","confidence":0.93},{"name":"Lofgren and Fefferman","type":"person","confidence":0.85}],"classification":"analysis","language":"en","confidence":0.85,"provenance":{"model":"claude-haiku-4-5","tool":"@stacklist/mcp-server@2.0.0","confidence":0.85,"timestamp":"2026-09-22T22:45:46.273Z"},"token_counts":{"approximate":3756,"cl100k":3316},"content_hash":"sha256:9ee4614be20bc47d231f761a120bd1d9ce203080a097f80b9b0e437268aa12e8","acp_version":"0.2","body_available":true,"body_tokens":3756,"visibility":"public","agent_accessible":true,"status":"final"}},{"id":"8c4e2dfd-62a1-4a62-a3a3-7be9ddaf93c7","position":10,"title":"Framework: Participation Morphology","url":"https://www.theparticipationexchange.com/p/framework-participation-morphology","note":"Official reference from theparticipationexchange.com.","image":{"url":"https://ucarecdn.com/e0d7a90a-1056-4f1a-9ca3-3093908dc222/","alt":"Framework: Participation Morphology","width":1200,"height":630},"direct_link":"https://stacklist.com/card/8c4e2dfd-62a1-4a62-a3a3-7be9ddaf93c7","created_at":"2026-09-23T11:29:13.993Z","updated_at":null,"aco":{"summary":"Framework: Participation Morphology identifies eight recurring shapes across 4,500+ cases of participation, comprising seven spatial and one temporal form. Most effective participation systems blend multiple shapes simultaneously, with successful brands and movements typically combining two or three of these foundational forms in parallel.","tags":["participation","morphology","framework","shapes","atlas","systems","design"],"key_entities":[{"name":"Christian Jacobsen","type":"person","confidence":0.95},{"name":"Participation Atlas","type":"concept","confidence":0.9},{"name":"Participation Morphology","type":"concept","confidence":0.95},{"name":"shapes of participation","type":"concept","confidence":0.85}],"classification":"framework","language":"en","confidence":0.85,"provenance":{"model":"claude-haiku-4-5","tool":"@stacklist/mcp-server@2.0.0","confidence":0.85,"timestamp":"2026-09-22T22:45:51.841Z"},"token_counts":{"approximate":159,"cl100k":126},"content_hash":"sha256:8c31bce2264bcfc79a948f77b97a2ed9eef1ffefc80e3feed55096b13c9fe66c","acp_version":"0.2","body_available":true,"body_tokens":159,"visibility":"public","agent_accessible":true,"status":"final"}}],"stats":{"likes_count":0,"items_count":10},"_links":{"self":"/api/public/stack/921e4582-8dac-4786-aeaa-216391c8887c.json","html":"https://stacklist.com/c/business/stack/921e4582-8dac-4786-aeaa-216391c8887c","rss":"/api/feeds/stack/921e4582-8dac-4786-aeaa-216391c8887c/rss","json_feed":"/api/feeds/stack/921e4582-8dac-4786-aeaa-216391c8887c/json"}}