HoodFind^TM

Of all the panelists I heard discussing the state of advertising in the “digital age” at the Ad:Tech conference in Chicago, it was this comment by Kevin Kells, CPG Industry Director at Google that seemed to sum up the entire gist of the conference; “People do want a relationship with their mustard.” He sites that contrary to popular belief, activity swarming over ketchup spots on YouTube seem to confirm this reality. Although the content obviously must be engaging, entertaining and actionable, the full potential of web and mobile platforms can now be deployed to engage consumers, especially the passionate consumers at the Long Tail end of the ad spectrum.

This ultimately relates to one of the core realizations that came out of our Alpha launch; people are genuinely excited to identify themselves through their “Finds”. It’s not just about buying a BMW or a Chanel handbag anymore. HoodFind actually fosters brand-interaction and identity association down to the hyperlocal level. So now it’s also about communicating “I’m a Wiener Circle char-dog guy with extra brown mustard”.

Oh, you are too?