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Business To Business

Business To Business

B2B experiences relate to consumer tribes that have their raison d'être from the professional careers they build over time. In other words, it is a lifestyle that depends on people sharing their professions, showing their successes in the company where they work, revealing their economic status, and relating their personality to the figure of successful business people.
Visa & Mesh: Crypto Balances Into Everyday Spending
Case Studies Banking & Financial Services Business To Business

Visa & Mesh: Crypto Balances Into Everyday Spending

tiers
Brand Semiotics, Digital Anthropology, Stablecoins, Platform Mediation, Social Identity, Consumer Culture, Crypto
Adriana Chiñas Adriana Chiñas
McDonald's Dubai: The Family Table as a Site of Digital Safety
Eurekas Social Awareness Food & Beverage Business To Business

McDonald's Dubai: The Family Table as a Site of Digital Safety

members
Brand Semiotics, Consumer Socialization, Digital Anthropology, Servicescape, Data Privacy, Case Study, Children Safety
Adriana Chiñas Adriana Chiñas
Rokid & Tencent Mobility: Hailing a Car Through Smart Glasses
Case Studies Mobility and Transport Technology Business To Business

Rokid & Tencent Mobility: Hailing a Car Through Smart Glasses

tiers
Philosophy Of Technology, Technological Mediation, Datafication, Delegation, Digital Anthropology, Case Study, Services
Adriana Chiñas Adriana Chiñas
Disney+ & McDonald's Brazil: Entertainment Into Its Loyalty Rewards
Case Studies Film & TV Entertainment Food & Beverage Business To Business

Disney+ & McDonald's Brazil: Entertainment Into Its Loyalty Rewards

tiers
Loyalty Programs, Brand Semiotics, Meaning Transfer, Gift Exchange, Digital Anthropology, Case Study, Cobranding
Adriana Chiñas Adriana Chiñas
Zillow & Claude: Expanding AI-Powered Home Search Across Assistants
Case Studies Real Estate & Construction Technology Business To Business

Zillow & Claude: Expanding AI-Powered Home Search Across Assistants

tiers
Digital Anthropology, Brand Semiotics, Technological Mediation, Algorithmic Visibility, Extended Self, Case Study
Adriana Chiñas Adriana Chiñas
Shinsegae Duty Free: A Pet Hotel Benefit for High-Spending Customers
Eurekas Travel and Outdoors Family & Relationships Business To Business

Shinsegae Duty Free: A Pet Hotel Benefit for High-Spending Customers

members
Consumer Culture, Brand Semiotics, Symbolic Consumption, Social Identity, Loyalty Strategy, Digital Anthropology, Pets
Adriana Chiñas Adriana Chiñas
Elvive x Dunkin’: A Beauty Bundle With an Ube Collagen Drink
Case Studies Retail and Shopping Business To Business Personal Aesthetics Food & Beverage

Elvive x Dunkin’: A Beauty Bundle With an Ube Collagen Drink

tiers
Consumer Culture, Brand Semiotics, Symbolic Consumption, Strategic Partnerships, Digital Anthropology, Social Identity
Adriana Chiñas Adriana Chiñas
Lidl: A Croissant-Shaped Neck Pillow Arrives at Paris Fashion Week
Case Studies Fashion and Apparel Food & Beverage Business To Business

Lidl: A Croissant-Shaped Neck Pillow Arrives at Paris Fashion Week

tiers
Brand Semiotics, Symbolic Consumption, Social Identity, Economy Premium, Digital Anthropology, Platform Logics
Adriana Chiñas Adriana Chiñas
American Express Turns Card Membership Into Fan Access
Case Studies Banking & Financial Services Art & Culture Business To Business

American Express Turns Card Membership Into Fan Access

tiers
Fandom, Membership, Cultural Access, Brand Partnerships, Social Identity, Scarcity, Experiential Marketing, Belonging
Adriana Chiñas Adriana Chiñas
MilkUP: Milk, Merch and a Cereal Rave Fill a Two-Weekend Cafe
Case Studies Food & Beverage Business To Business Retail and Shopping

MilkUP: Milk, Merch and a Cereal Rave Fill a Two-Weekend Cafe

tiers
Brand Semiotics, Social Identity, Consumer Culture, Digital Anthropology, Servicescape, Gen Z
Adriana Chiñas Adriana Chiñas
Les Mills x Adidas: 3,000 People Train Inside a Fitness Rave
Case Studies Sports and Games Health & Wellbeing Business To Business

Les Mills x Adidas: 3,000 People Train Inside a Fitness Rave

tiers
Brand Community, Consumer Culture, Ritual Consumption, Social Identity, Brand Semiotics, Experiential Marketing
Adriana Chiñas Adriana Chiñas
Disney: Gemini Helps Guests Plan Walt Disney World Trips
Case Studies Travel and Outdoors Technology Business To Business

Disney: Gemini Helps Guests Plan Walt Disney World Trips

tiers
Consumer Culture, Brand Semiotics, Digital Anthropology, Algorithm Aversion, Choice Architecture, Customer Experience, Travel Planner, Amusement Park
Adriana Chiñas Adriana Chiñas
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Antropomedia Express: Consumer Tribes
The Encyclopedia of Consumer Tribes.
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