From Viral to Tribal: Why Fandoms are the Future
Massive fandoms are mobilizing faster than ever, fueled by the shift from Web 2.0 (going viral) to Web 3.0 (going tribal). These legions of like-minded enthusiasts are self-organizing around passion points while amassing significant commercial and cultural power that future-focused brands can leverage to deepen relationships and grow revenue.
The rise of algorithmic social networks based around interests (TikTok), robust community platforms (Discord) and the blockchain (NFTs) have transformed fandoms into decentralized digital communities that have the ability to connect and collaborate in entirely new ways.
Harmony of Discord
Brands that know what their highest-value customers love most, always have an edge. Adding value around those things builds brand equity and grows community. It’s exactly why Jack in the Box hosted a Comic-Con afterparty on Discord. During the first weekend of "Jack's Late Night Discord," more than 7,664 people joined, eventually generating over 27,000+ messages.
Along with a concert by the superhero-themed band The Aquabats, the event included interactive channels dedicated to Funko Pop figures, the Marvel Cinematic and DC Universes, a product "leak" and an NFT auction. The move made Jack in the Box one of the biggest brand communities on Discord, helping them connect through a culture-first approach.
Luxury Leadership
Scarcity and status define the codes of luxury in the real world, and the metaverse alike. Knowing their highest-value consumers put a premium on exclusivity, craftsmanship, and novel experiences, Dolce and Gabbana broke records with “Collezione Genesi” their recent $6 million nine-piece virtual/physical couture collection. Five of the pieces were physical creations, designed and executed by Dolce & Gabbana, with virtual iterations and digital strategy by luxury platform UNXD.
One physical piece in particular, was inspired by Venice’s Doge Palace, “The Doge Crown” took hundreds of hours to create and features 7 blue sapphires (177+ total carats) along with 142 diamonds (6.28 total carats). Buyers received the NFT (wearable digitally), physical crown, and 2-year experiential access to brand-led events. This access is critical as it includes an invite to the prestigious Alta Moda couture event in Venice bringing IRL social status into the mix.
A Community that Clicks
Lego has long embraced fandoms from Harry Potter to Marvel and Star Wars among others, now it's tapping into its own fandom (where members are known as AFOL's – adult fans of LEGO) with the launch of Lego World Builder. The platform allows users to propose story worlds, characters, and other ideas by uploading concept art and videos, Lego then buys the ideas it likes the most.
The benefits are twofold, it generates a wealth of content and product ideas at scale while simultaneously deepening brand affinity, loyalty, and customer lifetime value. Two fan-based products have already been launched. One is a fan-made short film starring Ninjago (a ninja Lego character). The other is a universe called Holiday Heroes, where all the holiday personalities live; from Santa Claus to the Easter Bunny. Slated to become a new Lego set, the concept could spawn a movie franchise, comic book, and/or apparel line.
While building bespoke fandom communities won’t work for every brand, the notion of connecting to what consumers love is universal. As our digital experiences evolve from centralized social platforms to self-organized tribes around passion points, strategic brands will see it as a chance to get closer to the customer and find new ways to add value.
Thought Leadership:
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Advertising Week New York returns October 18-21 2021 and this year MI&C has the privilege of moderating Digital Doppelgangers – How A New Breed of Avatar is Reinventing Self-Expression.
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Digital Doppelgangers – How A New Breed of Avatar is Reinventing Self-Expression - October 18th, 4:00 pm ET
Avatars are evolving from flat images stuck in singular platforms, to customizable 3D characters that mirror our emotions and travel across the metaverse. These innovations are ushering in an age where we can socialize in digital third places as our truest selves and make meaningful connections beyond the physical limitations of our bodies. The implications are profound and will redefine how we shop, socialize and play. Learn from our panel of Web 3.0 thought leaders as we explore the second self in the metaverse.
EPISODE 6: Going Viral on TikTok with Ari Elkins
In Episode 6 of Kids in Control, TikTok influencer and music curator Ari Elkins explains what it’s like to go viral on the platform and how brands can leverage music to engage with Gen Z.
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In collaboration with Advertising Week, we invite you to listen to Kids In Control where we explore the world of Gen-Z culture through the lens of its most prolific thought leaders.
Created for future-forward marketing professionals, this series taps into the Gen Z mindset that is changing how we work, play, shop and socialize. From brand loyalty and influencer marketing to social media and social justice, Kids In Control offers insights into the changemakers themselves through candid conversations.
This article originally appeared in the October 12th, 2021 issue of Moving Image & Content’s agency newsletter. Subscribe here.