Resources

Carburant
Carburant
Wed, Jun 26, 2024
Fandom, understanding the phenomenon and successfully integrating it into your marketing strategy.
Communities

Fandom, understanding the phenomenon and successfully integrating it into your marketing strategy.

A new phenomenon has captured the attention of brands: fandoms. These passionate communities have become the Holy Grail for reaching Generation Z, as well as Millennials and Boomers. Let's delve into this fascinating world!

What is a fandom?

A fandom is an ultra-engaged community that revolves around a common interest. According to a YPulse study, 91% of individuals aged 13-39 consider themselves part of at least one fandom. These digital tribes are the pulsating heart of Gen Z culture, shaping trends at lightning speed.

What are their online ecosystems?

Fandoms thrive in various online ecosystems:

  • Social media: Twitter, Instagram, TikTok
  • Streaming platforms: YouTube, Twitch, Discord
  • Specialized forums: Reddit, Tumblr
  • Collaborative wikis: FANDOM.com, with over 250,000 active communities

These spaces are crucial for brands seeking to immerse themselves in the Gen Z universe, understanding their codes and passions.

Marketing operations with global impact

Travis Scott x Fortnite:
In 2020, during the COVID pandemic, a virtual concert organized on Fortnite attracted over 12 million simultaneous players, creating an unforgettable cultural moment and showcasing the power of the fusion between gaming and music. A best practice that is still talked about today.

 

PIXEL WAR on Reddit:
Pixel War is a perfect example of the colossal impact fandom have in the digital realm. This collaborative event on Reddit, where entire communities compete to draw pixel by pixel on a virtual canvas, illustrates the mobilizing power of fandom. In the last edition, millions of users participated, creating a vibrant digital mural that reflects the diversity and passion of online communities. Picture communities taking turns 24/7 to preserve their territory, not just geek communities, but also fandom of history, literature, cinema, and many others!

 

Anime, Cinema, Gaming: Universes with hyperactive fandoms

Our agency has responded to several of these challenges with activations ranging from event websites to branded content, and even engaging directly with fans in the field:

⚽️ Football: The 19th stadium of Ligue 1 opens its doors on Discord every weekend:

Every weekend, supporters of the 18 Ligue 1 clubs gather on Discord before, during, and after each matchday. Thanks to Discord, we successfully managed to bring together supporters of all stripes around their passion for football.

 

🇯🇲 Cinema: Connecting fandom from different generations around a cult artist:

For the release of Bob Marley: One Love, our challenge was to connect and unite different fandom. Between Boomers and Millennials, who are well-versed in the world of the Reggae god, and Zillennials, the stakes were high in order to connect all communities and ensure maximum theater attendance. However, with the expertise and on-the-ground approach of our agency's Social Media & Influence team, the film reached nearly 2 million admissions, placing it in the Top 10 of cinema releases in 2024.

 

And you, how do you activate your fandoms?

Activating your fandom is key to your marketing strategy. Let's discuss and exchange ideas to find the best levers to activate in order to achieve your goals.

Buzz Kits: The Essential Tool for Brands Seeking Significant Impact with Gen Z

Communities, Creative Production

Buzz Kits: The Essential Tool for Brands Seeking Significant Impact with Gen Z

Buzz kits, key tools in influencer marketing, offer an immersive experience to content creators. Generating higher engagement than traditional ads, they transform influencers into brand ambassadors. The agency has proven their effectiveness with kits for popular video games, demonstrating their power to create viral buzz and reach Gen Z and gamers.

Carburant
Carburant
Tue, Jul 16, 2024
Gen Z skips Google: TikTok, the new search reflex

Communities

Gen Z skips Google: TikTok, the new search reflex

In 2024, TikTok is no longer just an entertainment platform, but also a genuine search engine for Generation Z. This evolution marks a significant change in how young consumers search for and consume information.

Carburant
Carburant
Wed, Jul 10, 2024
Why has Final Fantasy XIV remained on the podium of most-played video games for over 10 years?

Creative Production, Advertising

Why has Final Fantasy XIV remained on the podium of most-played video games for over 10 years?

There's a good reason why Square Enix entrusted Carburant with their blockbuster game, Final Fantasy.

Carburant
Carburant
Tue, Jul 2, 2024
How the preferred messaging service of Gen Z increased its active users by 2% in 4 months

Communities, Creative Production, Advertising

How the preferred messaging service of Gen Z increased its active users by 2% in 4 months

Discord increases active users by 2% in just 4 months with a 360° strategy targeting Gen Z

Carburant
Carburant
Fri, May 3, 2024
The Importance of Ultra Communities on Reddit and Discord for Brands

Communities

The Importance of Ultra Communities on Reddit and Discord for Brands

In a World Where Brands on Social Media Focus on Content, What About Brand Positioning on Ultra-Community Platforms?

Carburant
Carburant
Thu, Feb 29, 2024
La gen z prend une pause

La gen z prend une pause

L'ère numérique a transformé la façon dont nous communiquons, travaillons, ainsi que la manière dont nous nous divertissons depuis les 4 dernières décennies.

Lina Lachgar Jamet
Lina Lachgar Jamet
Wed, Sep 20, 2023