================================================================================ DYVE — MARKETING PLAYBOOK Communication Strategy & Campaign Reference Version 2.0 · May 2026 ================================================================================ ================================================================================ 01 — MARKET POSITIONING ================================================================================ Brand Name: DYVE Tagline: Find your people. Leave the surface. Secondary: The city is calling. Tertiary: Your taste. Your crew. The pull. Category: Social Compass Position: DYVE sits at the intersection of social and spatial. Your friends' activity lights up the map. Your music taste shapes what you see. The city does the rest. Core Insight: "Your friends are your compass." You don't need recommendations when 3 friends are heading to the same event. Social proof > algorithmic suggestion. Movement creates magnetism. Value Proposition: Connect Spotify. See your city light up. Know where your people are going — right now. The app succeeds when you close it and go outside. Competitive Differentiation (Pull, Not Push): Unlike event directories and ticket platforms, DYVE creates social gravity. When your crew is moving toward something, you feel it. No recommendations — just real momentum from real people. ================================================================================ 02 — PRODUCT PHILOSOPHY (Designed to be closed.) ================================================================================ Our north star metric isn't time-in-app — it's time-to-leave-the-house. Every design decision serves one goal: get you off your phone and into the world. Working too hard to make less. Principles: 1. COMPASS, NOT FEED The map is the interface. Spatial, not temporal. You see where things are — not an infinite scroll of content designed to trap you. 2. TASTE AS IDENTITY Connect Spotify and your listening becomes your visual fingerprint. Taste orbs, genre affinities, and music-matched events — no manual curation needed. Your music knows the way. 3. FRIENDS OVER FOLLOWERS No likes. No follower counts. No viral content. Just circles of real friends, real movement, and real plans. Social proof from people you actually know. 4. 30-SECOND SESSIONS Open. See where your people are going. Close. Go. The best DYVE session is the one that ends with you putting your shoes on. ================================================================================ 03 — TARGET PERSONAS ================================================================================ --- Persona 1: The Scene Seeker --- Age: 19–27 Profile: Urban, student or early career Behavior: Spotify 4+ hours/day, Instagram/TikTok native, 2–4 events/month Motivation: FOMO avoidance, spontaneity, social belonging Pain Point: Constantly asking friends "what are we doing tonight?" Quote: "Why is it so hard to figure out where everyone's going?" Channel: TikTok, Instagram, Push notifications Trigger: Friend activity pushes at 17:00 --- Persona 2: The Culture Curator --- Age: 25–35 Profile: Creative industry, tastemaker, runs collective or DJs Behavior: SoundCloud/Bandcamp, underground scenes, 5+ events/month Motivation: Expanding beyond own bubble, finding taste-aligned people Pain Point: Already knows the mainstream — needs depth outside their circle Quote: "I know my scene. Show me what's happening outside my bubble." Channel: Email digest, Social Hub, Word of mouth Trigger: Circle activity from taste-matched strangers --- Persona 3: The Urban Explorer --- Age: 22–40 Profile: Traveler, digital nomad, frequently in new cities Behavior: Maps-first mindset, Google/Reddit for local tips Motivation: Feel the pulse of an unfamiliar city immediately Pain Point: No local network, tourist-trap avoidance Quote: "I just landed. Where do people like me go here?" Channel: App Store search, Geo-targeted social, Map UI Trigger: City-launch campaign, location-based onboarding --- Persona 4: The Venue Operator --- Age: 28–50 Profile: Business owner, promoter, label manager Behavior: B2B segment, ROI-driven, Email/LinkedIn Motivation: Reach the right audience without paid social Pain Point: Paying Meta ad tax to reach people who are already nearby Quote: "Show me who actually cares about what we're putting on." Channel: Direct outreach, Partner dashboard, LinkedIn Trigger: Audience data proof, organic reach metrics ================================================================================ 04 — VOICE & TONE MATRIX ================================================================================ Core Voice: Warm, direct, momentum-driven. We talk like a friend who always knows what's happening — never like a tech company explaining features. Context Tone Example ────────────────────────────────────────────────────────────────────────── Push Notification Pull energy, FOMO "3 friends are going out tonight. You in?" Onboarding Warm, easy, exciting "Connect Spotify. See your city light up." Email (Weekly) Insider, personal "This week in Berlin: your crew hit 4 new spots." Social Media Bold, provocative "Stop scrolling. Go somewhere. 🌊" Error State Honest, calm, human "Something broke. We're on it — go grab a drink." App Store Benefit-led, social "See where your friends are going tonight." Press / PR Visionary, cultural "DYVE is building the social layer for real-world culture." B2B Outreach Professional, proof "12,000 music fans within 5km — matched to your sound." ================================================================================ 05 — COMMUNICATION WORDING ================================================================================ --- Brand Vocabulary (We Say) --- "Your people" — not users, contacts, or network "Find / Feel" — not search, discover, or browse "Tonight" — not upcoming events or schedule "Taste" — not preferences, likes, or interests "Pulse" — not feed, timeline, or stream "Crew / Circle" — not followers, connections "Go somewhere" — not explore content "The city is calling" — not check out events near you "Pull" — not recommendation or suggestion "Light up" — not show results or display --- We NEVER Say (Internally Only) --- - "AI-powered" or any mention of algorithms - "Agents" or "scrape" or "crawl" or "search engine" - "Recommendations" or "curated for you" or "personalized" - "Smart" / "intelligent" / "machine learning" - "Check out our new features" - "The best app for nightlife" - "Download now for free" - "Connecting you to events" --- Parallelism Patterns --- - Find your people. Leave the surface. - Your taste. Your crew. The pull. - Open. See. Go. - The city is loud. Your people cut through. - Less scrolling. More going. - Not a feed. A compass. - Your friends are moving. Are you coming? - One map. Every friend. Tonight. ================================================================================ 06 — CAMPAIGN CONCEPTS ================================================================================ --- Campaign 1: "DYVE IN" (City Launch) --- Type: Acquisition Trigger: New city launch Visual: Map-centric hero showing friend clusters lighting up Channel: Geo-targeted social + local influencer seeding CTA: "Your city just woke up." Format: 15s Reels/TikTok + App Store feature + OOH posters --- Campaign 2: "Your People Are Moving" (Daily Pull Push) --- Type: Engagement / Retention Trigger: Daily at 17:00 local time Format: Personalized push — friend activity as the hook Subject: "3 friends are going out tonight. You in?" Rule: Friend count IS the hook. Never generic. Max 1/day. --- Campaign 3: "DYVE'd It" (Discovery Share Cards) --- Type: Retention / Viral Loop / Social Proof Trigger: User attends an event Format: Auto-generated branded share card for Instagram Stories Copy: "Found this through DYVE 🌊" Mechanic: User-generated, organic. Authentic social proof. --- Campaign 4: "Real Ones" (Anti-Social-Media Brand Film) --- Type: Brand Awareness Format: 60-second cinematic film Structure: 0-20s: Montage of doomscrolling, dead eyes, lonely feeds 20-40s: Phone buzzes. Map lights up. Friends are moving. 40-55s: Phone goes in pocket. Night comes alive. Real connection. 55-60s: "Stop scrolling. Go somewhere. DYVE." Channel: YouTube, Cinema pre-roll, TikTok (cut-down 15s) ================================================================================ 07 — CONTENT DIMENSIONS (Example Copy) ================================================================================ --- App Store Description --- See where your friends are going tonight — powered by the music you actually listen to. Connect Spotify, watch your city light up, and go. No scrolling. No feeds. Just the real thing. --- Push Notification (Evening Pull) --- 🌊 3 friends are going out tonight → 2 heading to ://about blank → 1 at Watergate You in? --- Weekly Digest Subject Lines --- • "Your crew hit 4 new spots this week" • "Berlin moved without you 👀" • "3 people in your circle went to [Venue]" • "This weekend is stacked. Your people know." --- Instagram Stories Template --- Frame 1: Dark map, friend dots pulsing Frame 2: "Where is everyone going tonight?" Frame 3: Map zoom — cluster of friends at venue Frame 4: "DYVE IN" CTA + App Store link Format: 9:16, 4 frames, auto-advance 3s --- TikTok Hook Format --- Hook (0-3s): "POV: You open DYVE and 5 friends are at the same spot" Build (3-10s): Screen recording of map lighting up with friend activity Payoff (10-15s): "Guess who showed up 20 minutes later" CTA: "Link in bio. Stop asking the group chat." --- B2B Venue Outreach --- Subject: "12,000 music fans within 5km of [Venue Name]" Body: "Your next audience is already nearby — matched by music taste, not demographics. Zero ad spend. Real reach through real people." --- Onboarding Nudge (Day 3) --- Subject: "Your crew is already here" Body: "You connected Spotify. Your taste map is ready. 3 friends joined this week. See what's happening tonight — or whenever you're ready." --- Winback (Day 14) --- Subject: "Your city didn't stop" Body: "Your crew went to 6 events while you were away. The city keeps moving. Come back and feel the pull." ================================================================================ 08 — CONVERSION FUNNEL ================================================================================ Stage Channel Message KPI ────────────────────────────────────────────────────────────────────────────── Awareness TikTok, IG Reels, "Your friends already know where Impressions, Word-of-mouth to go. Do you?" Completion rate Consideration App Store, Website, "Connect Spotify. See your city Page views, Friend referral light up." Install rate Activation Onboarding, Spotify "Your taste universe is ready. Connect rate, connect flow DYVE IN." Onboarding % Retention Pull pushes, "3 friends went somewhere new. D7/D30, Weekly digest Your people are moving." Push open % Referral Share cards, "Found this through DYVE 🌊 Shares/user, Circle invites Bring your crew." Invite CVR ================================================================================ 09 — CHANNEL STRATEGY ================================================================================ --- Owned Channels --- Pull Pushes: Daily 17:00 personalized. Friend activity is the hook. Max 1/day. Always social-proof-first, never generic. Email: Weekly Digest (Mondays), Onboarding Nudge (Day 3), Winback (Day 14). All friend-activity-driven. In-App: Social Hub circles, friend activity map, event cards. --- Earned Channels --- Instagram/TikTok: 3–5 posts/week. Reels-first. POV friend-cluster hooks. "DYVE'd It" share cards create organic UGC loop. Word of Mouth: Social Hub circles are the growth engine. Friend invites, crew formation, shared plans. The product IS the marketing. PR / Press: Quarterly cultural pieces. Anti-social-media positioning. --- Paid Channels --- Geo-Targeted: City-launch campaigns only. 5km radius. Taste-matched lookalike audiences. No always-on spend. App Store Ads: Brand keyword defense + lifestyle category targeting. --- Partnership Channels --- Venue Network: Co-branded event presence. Organic reach for venues. Label Network: Artist followings connected to live events. Festival: On-site DYVE zones with taste-matching activations. ================================================================================ 10 — SUCCESS METRICS ================================================================================ Metric Target Note ────────────────────────────────────────────────────────────────────────── D7 Retention Rate 40%+ Return within 7 days Avg. Session Length 30 seconds Shorter = better Spotify Connect Rate 85% During onboarding flow Viral Coefficient 1.8 Circle invites per user Push Open Rate 18%+ Evening pull push opens Onboarding Completion 75%+ Full flow through Spotify Weekly Digest CTR 12%+ Click to event or friend activity City Launch Install Spike 5x baseline First 72h after launch ================================================================================ IMPORTANT: INTERNAL VS EXTERNAL COMMUNICATION ================================================================================ The following concepts are INTERNAL ONLY and must NEVER appear in any external-facing communication, marketing material, press release, social media post, or user-visible interface: - AI, artificial intelligence, machine learning, algorithms - Agents, bots, autonomous, scraping, crawling - Search engine, data mining, parsing, enrichment - Recommendation engine, personalization engine - Any reference to the technical infrastructure behind the product EXTERNALLY, DYVE is presented as: - A social compass powered by your music taste and friends - A map that lights up with friend activity - A tool that helps you find where your people are going - Designed to get you off your phone and into the world The technology is invisible. The human experience is everything. ================================================================================ © 2026 DYVE Networks. Marketing Playbook. All rights reserved. ================================================================================