The Motley Fool's own Brendan Byrnes recently sat down with Jim Sinegal, co-founder and former CEO of Costco (NASDAQ:COST) for an exclusive interview, revealing that the company's famed "treasure hunt" shopping experience is what makes you want to brag about being a member to your friends.

Fool contributor Steve Heller believes that the treasure-hunting aspect of Costco's shopping experience remains a large driver of the company's marketing efforts, largely because the company doesn't have a big marketing budget in the conventional sense of the term. In the following video, Steve highlights the treasure hunt in detail and discusses why it remains such an important aspect of Costco's business.