Once exclusively outside the home, then in the kitchen, living room, and bathroom, brands have now found their place squarely in the bedroom. But it’s not just the room itself that they occupy.
Brands are in bed with us. Literally.
Who hasn’t succumbed to the soft blue glow of the screen, longing for a bit more pleasure in the day before calling it a night? Circadian rhythms be damned. The intoxicating endless flow of mind-pleasure that we derive from content on our cell phones is well worth it.
Or at least it feels that way.
Nighttime has become a pipeline to a world of hyper-personal brand pleasures. We’ve granted them access to our most intimate spaces—between the sheets, close to our hearts, or resting gently on our pillows. As we follow our passions down the blue-lit rabbit hole of search and social media, our brand loves lie in wait, ready to react. As we indicate pleasure by clicking like, so too do brands become passionate and responsive, recalibrating their strategies behind the scenes to bring us pleasure.
What does it mean for people that brands are behind some of our favorite nightly diversions? And what does it mean for brands that consumers are expecting a more potent dose of bliss with each swipe of the screen?
Brands that make it into the inner sanctum of the bedroom are a special kind of elite. We are choosing them—even when we don’t realize it. With our search preferences indecorously filed away in somewhereville, we are fed back an infinite stream of customized novelty as if by a magical biofeedback machine. More often than not, this content stream is even more satisfying than the original thing we had in mind. Enjoying that article/shoe/blog post/video/kitchen knife? Well, don’t get out of bed until you’ve experienced all of the related ones. You’ll like them even better—really.
Signal, pleasure, response, repeat. Pavlov.
As brands connect their wares to digital marketing tools, they too get hooked up to the biofeedback machine, which serves them our every whim and pleasure, seemingly in real time. Our likes and unlikes—even our tendency to linger for a moment on a social media post—designs a personal microclimate of brand preference in one unholy instant.
We might be nodding off in our silk pajamas, but brands are sprinting behind the scenes to continue catering to our every whim.
Our deepest desires are laid bare in the bits and bytes of cyberspace, allowing brands to follow a road map to our souls. Poodle pageants, mukbang, Bitcoin, homemade slime recipes, Los Alamos conspiracies, Nordstrom clearance sales, real estate on Mars, DIY kombucha, double chin exercises. In bed, we are free to explore our true selves, warts and all, browser window by browser window.
Here is where the dance between bedtime and brands becomes delicate. In bed, we are unadorned, unfettered—and vulnerable. Like a guest entering a home for the first time, brands must tread with respect and caution. It is not polite to show up empty-handed. Once we grant brands access to our innermost places, we trust them to deliver more of the good stuff. If they don’t, we cast them away—their cyber markings too coarse or too flimsy for our particular musings.
The more brands know the real us, the more they deliver. And the more we get from them, the more we will fight for them. We will download their apps. We will save their coupons. We will not unsubscribe from their newsletters.
Because they make us feel good when we are being our most sincere selves, and therefore we love them.