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!
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.
Fandoms thrive in various online ecosystems:
These spaces are crucial for brands seeking to immerse themselves in the Gen Z universe, understanding their codes and passions.
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!
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:
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.
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.
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Discord increases active users by 2% in just 4 months with a 360° strategy targeting Gen Z
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