How do you get hipsters to stop smoking? Well, you throw them a party.
That’s the philosophy behind Commune, a program organized by a marketing-science agency called Rescue that employs the same social branding strategies used by cigarette makers.
With more than $5 million in funding from the National Institutes of Health and other groups, Rescue hosts bar and club nights for hipsters in Minnesota, and recently wrapped up its efforts in San Francisco and San Diego.
Bonus: Finally the answer to what exactly is a hipster? The target for this campaign is 18-to-24 year-olds who tend to prefer live music and smaller neighborhood bars over bustling clubs. They value self-expression and independence, are anti-mainstream, and take pride in not being materialistic. There you go.