Getting things for free feels so good. Getting things for free when you know you shouldn’t – that feels even better.
Everything that this digital age is producing – whether it be ads, shifts in cultural norms, or tangible products – the result is the same: a stronger sense of community.
(unrelated to digital age) You go to your favorite local coffee shop and since you bought one Turtle Mocha, you get a second one to go for free. Compare this to going to a local coffee shop and buying one Turtle Mocha, but when you pick it up, the barista gives you a second one to go “on the house.”
(related to the digital age) You get one month of Netflix free, after that one month you have to pay. Compare this to getting one month of Netflix free, and after that one month, you get the username and password of your girlfriends’ parents account.
In the coffee shop scenario, getting something free when you shouldn’t have established a connection between you and the barista (effectively the coffee shop too). In the Netflix scenario, you’ve reaffirmed the connection between you and your girlfriends’ parents (obviously a win-win).
This effect is one of the single most important reasons why I love advertising in the digital age. No matter the success or failure of ads, they always leave a stronger sense of community.
Either you buy into the brand and become part of that brands community (coffee deal drinkers or addicted Netflix supporters) or you find a way to get something free when normally you shouldn’t – be it through pre-existing connections (step-brother, in-laws, etc,) or through making new connections (class mates, coworkers, etc,).
The end result is the same: stronger sense of community.
Stay Positive & There’s A Reason It’s Called The Connection Economy
Garth E. Beyer
Here’s a bonus read. Enjoy.