Fandom Reward

Brands appeal to specific fan bases for increased consumer loyalty

Implications - Brands looking to increase consumer engagement through contest marketing are harnessing the power of the "fandom." Fiercely loyal and unrelentingly passionate, fan communities, whether they be dedicated to sports teams, television shows or musical artists, are willing to immerse themselves in a multitude of challenges to reap very specific rewards. These hyper-concentrated contests reveal the benefits of targeted versus broad marketing.
SCORE: 5.5
Mild Top 4 Examples: 5,957 Total Clicks Oct 14 - Oct 15
Popularity
Activity
Freshness
DEMOGRAPHICS
Movie Collage Campaigns - Scotiabank's Movie Marketing Stunt Shows off Item Collages on Instagram
SCORE: 6.3
Warm 3,081 Clicks Pub: Jan 31, 15
Movie Collage Campaigns
Scotiabank's Movie Marketing Stunt Shows off Item Collages on Instagram
As a way to promote the Scotiabank card that also lets you rack up Cineplex Scene loyalty points for movies, the brand is running a fun movie marketing campaign on Instagram. This takes the form of... [More]
Felon Fandom Communities - The Orange is the New Black Fandom is Dedicated
SCORE: 5.6
Warm 2,389 Clicks Pub: Oct 9, 14
Felon Fandom Communities
The Orange is the New Black Fandom is Dedicated
After its debut on Netflix, Orange is the New Black quickly gained a cult following. Fans were active on all social media fronts, contributing their thoughts, opinions and fan-made content. The... [More]
Hygienic Action Movie Campaigns - Gillette and 'Spectre' Encourage People to Have 'Bond Moments'
SCORE: 4.8
Mild 100 Clicks Pub: Oct 16, 15
Hygienic Action Movie Campaigns
Gillette and 'Spectre' Encourage People to Have 'Bond Moments'
Gillette and ‘SPECTRE’ want to inspire you to have your very own ‘Bond Moments.’ The campaign marks a collaboration for the movie franchise and men’s brand that will... [More]
Social Fantasy Leagues - Huawei's Twitter Fantasy League Lets Users Manage Teams of Celebs
SCORE: 3.4
Untested 387 Clicks Pub: Feb 10, 15
Social Fantasy Leagues
Huawei's Twitter Fantasy League Lets Users Manage Teams of Celebs
Social media can be amusing, but to it make even more so, mobile phone manufacturer Huawei created the Twitter Fantasy League. Through gamification, users are able to choose teams of up to 100... [More]