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:
🇯🇲 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.
