DYVE — Marketing Playbook

01 — Market Positioning

Find your people. Leave the surface.

DYVE is a social compass for the real world. It connects your music taste, your friends, and your city into a single map — so you always know where your people are moving. No feeds. No scrolling. Just the pull of the real thing.

Social Compass

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.

Differentiator

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.

Value Proposition

Your Friends Are Your Compass

Connect Spotify. See your city light up. Know where your people are moving — right now. The app succeeds when you close it and go outside.

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.

🧭 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.

🎵 Taste as Identity

Connect Spotify and your listening becomes your visual fingerprint. Taste orbs, genre affinities, and music-matched events — no manual curation needed.

👥 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.

⚡ 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

Who We're Talking To

Four primary audience segments with distinct motivations and entry points.

🎧

The Scene Seeker

Age 19–27 · Urban · Student / Early Career

Spotify 4h+/day Instagram / TikTok 2–4 events/month

Lives for the weekend. Already goes out regularly but constantly asks friends "what are we doing tonight?" Wants one place that answers that question — without the group chat chaos.

"Why is it so hard to figure out where everyone's going?"

🎤

The Culture Curator

Age 25–35 · Creative Industry · Tastemaker

SoundCloud / Bandcamp Underground scenes 5+ events/month

Already deep in the scene. Promotes events, runs a small collective, or DJs. Wants to see what's happening beyond their own bubble — and discover who shares their taste outside their immediate circle.

"I know my scene. Show me what's happening outside my bubble."

🌍

The Urban Explorer

Age 22–40 · Traveler / Digital Nomad

New city every month Maps-first mindset Google / Reddit for tips

Arrives in a new city with no local network. Needs to feel the pulse immediately — not tourist traps, but the real spots where people with their taste actually go. The map is their entry point.

"I just landed. Where do people like me go here?"

🏢

The Venue Operator

Age 28–50 · Business Owner / Promoter

B2B segment ROI-driven Email / LinkedIn

Runs a venue, label, or promotion company. Wants to reach the right audience without paid social. Values organic reach, word-of-mouth amplification, and seeing who's actually interested in their programming.

"Show me who actually cares about what we're putting on."

04 — Voice & Tone Matrix

How We Sound

DYVE's voice is warm, direct, and momentum-driven. We talk like a friend who always knows what's happening — never like a tech company explaining its features.

Context	Tone	Example
Push Notification	Pull energy, FOMO, friend-driven	"3 friends are going out tonight. You in?"
Onboarding	Warm, easy, exciting	"Connect Spotify. See your city light up."
Email — Weekly	Insider, personal, neighborhood	"This week in Berlin: your crew hit 4 new spots."
Social Media	Bold, provocative, real-world	"Stop scrolling. Go somewhere. 🌊"
Error State	Honest, calm, human	"Something broke. We're on it — go grab a drink."
App Store	Benefit-led, social-first	"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-driven	"12,000 music fans within 5km — already matched to your sound."

05 — Communication Wording

Vocabulary & Phrasing

Strict lexicon rules. DYVE speaks human. Never technical. Never corporate.

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

We Never Say ✗

"AI-powered" or any mention of algorithms
"Agents" or "scrape" or "crawl" or "search engine"
"Recommendations" or "curated for you"
"Check out our new features"
"The best app for nightlife"
"Download now for free"
"Connecting you to events"
"Smart" / "intelligent" / "machine learning"

Parallelism Patterns

Rhythmic sentence structures

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.

06 — Campaign Concepts

Creative Campaigns

DYVE IN

Launch · Acquisition

"DYVE IN" — City Launch

Hero campaign for each new city. Map-centric visuals showing friend clusters lighting up. Geo-targeted social + local influencer seeding. CTA: "Your city just woke up."

TONIGHT

Engagement · Daily

"Your People Are Moving" — Pull Push

Personalized daily push at 17:00. Shows friend activity + taste-matched events. Subject: "3 friends are going out tonight. You in?" Friend count is the hook — not the event.

DYVE'D IT

Retention · Social Proof

"DYVE'd It" — Discovery Share Cards

When a user attends an event, auto-generate a branded share card: "Found this through DYVE 🌊". Shareable to IG Stories. Viral loop through authentic social proof.

REAL ONES

Brand · Awareness

"Real Ones" — Anti-Social-Media Film

60s brand film. Juxtapose doomscrolling feeds against people actually going somewhere. DYVE map lights up, phones go in pockets, nights come alive. End: "Stop scrolling. Go somewhere. DYVE."

07 — Content Dimensions

Example Content Across Channels

App Store

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 Push (17:00)

🌊 3 friends are going out tonight
→ 2 heading to ://about blank
→ 1 at Watergate

You in?

Email — Digest

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."

Social — Instagram

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

Social — TikTok

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 Email

Venue Outreach Template

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. Let's talk."

08 — Conversion Funnel

User Journey & Messaging

Awareness

Channel: TikTok, Instagram Reels, Word-of-mouth
Message: "Your friends already know where to go tonight. Do you?"
KPI: Impressions, Video completion rate

Consideration

Channel: App Store, Website, Friend referral
Message: "Connect Spotify. See your city light up."
KPI: App Store views, Install rate

Activation

Channel: Onboarding, Spotify connect
Message: "Your taste universe is ready. Your crew is already here. DYVE IN."
KPI: Spotify connect rate, Onboarding completion

Retention

Channel: Pull pushes, Weekly digest
Message: "3 friends went somewhere new. Your people are moving."
KPI: D7/D30 retention, Push open rate

Referral

Channel: "DYVE'd It" share cards, Circle invites
Message: "Found this through DYVE 🌊 Bring your crew."
KPI: Shares per user, Invite conversion

09 — Channel Strategy

Distribution Channels

Owned

Pull Pushes

Daily 17:00 personalized notification. Friend activity is the hook. Max 1/day. Always social-proof-first, never generic.

Owned

Email (Lifecycle)

Weekly Digest (Mondays), Onboarding Nudge (Day 3), Winback (Day 14). All friend-activity-driven. "Your crew went to 4 new spots."

Earned

Instagram / TikTok

3–5 posts/week. Reels-first. Hook: POV friend-cluster scenarios. "DYVE'd It" share cards create organic UGC loop.

Earned

Word of Mouth

Social Hub circles are the growth engine. Friend invites, crew formation, shared event plans. The product IS the marketing.

Paid

Geo-Targeted Social

City-launch campaigns only. 5km radius targeting. Lookalike audiences built from taste-matched user profiles.

Partnership

Venue & Label Network

Co-branded event presence. Venues see who's interested. Labels connect artist followings to live events.

10 — Success Metrics

North Star KPIs

D7

Retention Rate

Target: 40%+

30s

Avg. Session Length

Shorter = better

85%

Spotify Connect Rate

During onboarding

1.8

Viral Coefficient

Circle invites per user