The website says “Click Here!” and I do. My Facebook friends post “Watch This!” and I will. My fellow bloggers claim “This Is Hip” and what do I do? Re-post! Already I am so comfortable participating in and engaging with online content, that not engaging seems downright apathetic. Marketers know this about their Internet-savvy consumer base: if we are investing our time into their story, their product, their idea—then we expect as our reward entertainment, interesting diversions, or even a learning opportunity. Participatory marketing techniques aim to pique consumer interest by allowing us to engage with a story in an active way. We can click, we can Tweet, we can re-post, we might even tell our friends verbally (so antiquated!), and we can, finally, buy the product in order to continue to be part of its story.