Rewarded
Action

Rewarded Action: Brands are encouraging consumers to participate in various tasks and experience before they are granted access to the products and services being featured. This type of action diverts the consumer's attention from being "sold to," to being interacted with. Furthermore, it highlights a shift toward the "attention economy," wherein experience is as valuable as money.

This idea of experience-as-currency is directly linked to the evolution of social media, and the subsequent redefinition of "value." Regular social media users view every "like" on a post as a prize or currency exchange. A piece of their life and the things they experience–be it a photo of themselves on Instagram, or a status post about their day on Facebook–is given in exchange for approval. This focus on how the intangible is starting to impact consumers' view of value beyond social media, and into their real lives.