Astudyproducedby:Participationbeyondthehype…3Participation–beyondthehype2Comparedtotheincreasinglyhard-to-wininterruptionmodel,it’snosurprisethatthecallisforallcampaignstoincludeparticipationattheircore.Butwhenitcomestoparticipatingwithbrands…justbecausetechnologycan,doesitmeanpeoplewill?Theinconvenienttruthisno.Theproblemisthathypedistortsthetruth.Theunderlyingassumptionsdrivinginflatedexpectationsofparticipationaresimplynotplayingoutinreality.Peoplearen’tasinterestedinactivelyparticipatingwithbrands,asbrandsareinterestedinparticipatingwiththem.Theywouldstillfarratherconsumecontentthanactivelyparticipatewithit.Infactwe’vebeenlookingatparticipationallwrong.Asanendinitself.Participationhypehasdistractedusfromtherealopportunity.Thegamechangerisn’tparticipation–it’scontentthatspark