My new piece for AdAge. When I heard about this product I had the thought that the trend in group messaging was symbolic for a larger trend that had to do with social media groups leaving the digital ecosystem to do real world things together. A bit like Foursquare, but with more emphasis on people in the real world interacting with one another. I spent a few days thinking about how brands can capitalize
on this trend and I do not think that branded experiences are the only way to go--there is a lot of learning to be had here.
Take a read, I would love to hear your thoughts.