StrategyPositioning

Positioning

The hero frame: “Follow the Orange Rabbit”

Eyebrow: Follow the Orange Rabbit H1: Where Vegas connects. Subhead: The Orange Rabbit network is where crypto, tech, AI, ARG, and culture converge in Las Vegas — and on screens everywhere. Real-world events. Real connections. Real rewards. Spot the rabbit. Scan. Earn. Belong.

Two CTAs:

  • Primary: Enter the Portal
  • Secondary: Find the next event

Why this beats the alternatives

We considered three positioning angles before settling on this one:

AngleProsCons
”Follow the Orange Rabbit” (chosen — lore-forward)Plays on the QR-scan loyalty mechanic Mike already runs at events. Curiosity-led. Story-forward. Distinctive. Matches the brand book’s “Curious / Playful” personality pillars and Mike’s own “spot and scan the Orange Rabbit” framing.Requires the audience to spend 5 seconds wondering what the rabbit means. Acceptable cost.
”Connecting people through real-world events” (brand book mission)Uses the verbatim mission. Safe.Corporate. Forgettable. Mike’s existing audience would not recognize it as his.
”Vegas crypto’s operator network” (B2B/sponsor-first)Optimizes for the sponsor pitch.Closes the door on the new-member journey. Doesn’t match the brand’s warmth.

Message hierarchy

In order of prominence on the home page:

  1. Hero — lore-forward eyebrow + display H1 + warm subhead + 2 CTAs.
  2. Stats strip — credibility (2,400+ members · 350+ per event · 7 years · 88% engagement).
  3. The Network — the four subspace cards. Vegas Crypto Group as the flagship (7-col), Sporeyverse as the dark inverse signature (5-col), Passport + Paradise paired (6-col each).
  4. Adjacent ventures — smaller, intentionally subordinate.
  5. Inside the Portal — features grid (XP, badges, events, Writers Room, drops, voice memos).
  6. Sponsor wall — backing the network.
  7. Founder — Mike’s bio + quote + credentials + socials.
  8. Events — three next events with day/time/place.
  9. CTA block — “Spot the rabbit. Scan. Belong.” with Join + Apply CTAs.
  10. Footer — handles, dark, “Powered by Clikkin.”

This sequence optimizes for three primary visitors simultaneously:

  • IRL attendee scanning a QR at an event → Hero + Events + CTA do the work.
  • Prospective sponsor doing diligence → Stats + Network + Sponsor wall + Founder do the work.
  • Press writing about Mike → Founder + Network + Sporeyverse do the work.

Copy patterns

Across the site

  • Eyebrows are uppercase, tracking 0.14–0.18em, in Tiger Flame. They label the section (“FOLLOW THE ORANGE RABBIT”, “THE NETWORK”, “INSIDE THE PORTAL”).
  • Display headlines are Bangel Regular, 900 weight, tight tracking (-0.025em), short (4–7 words).
  • Subheads are Helvetica Neue Light at 300, never bolder than the H1.
  • CTAs use verbs of arrival: “Enter the Portal”, “Request a Passport”, “Find the next event”, “Step into the Sporeyverse”.

What to avoid

  • Verbs of demand: “Get”, “Buy”, “Sign up” (these read transactional; “Enter” and “Apply” read welcoming).
  • Adjectives of premium: “exclusive”, “elite”, “premium” (the brand IS premium; saying so flattens it).
  • Phrases of promise: “transform your”, “unlock”, “revolutionize” (corporate filler).

Visual positioning

  • Light surfaces by default. Faithful to the brand book — Tiger Flame on warm paper white (#FFFBF7).
  • One dark inverse moment — the Sporeyverse subspace card. The only dark surface on the homepage. Intentional.
  • One full-bleed Tiger Flame moment — the hero. Faithful to the brand book’s most distinctive frame.
  • One Tiger Flame CTA block at the end — bookends the page, mirrors the hero, drives the conversion.
  • Photography: real photos from past events only. No stock. Until we have those, photo slots stay as illustrated tile patterns.
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