Category
Tech
Automated Upkeep
Trend cluster
Category
Fandom
Reward
Brands appeal to specific fan bases for increased consumer loyalty.
4.1
Trend score
Trend
What is the Fandom Reward trend?
Fandom Reward: 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.
Trend themes
Themes within the Fandom Reward trend
Three behaviours holding the trend together01
Fandom Loyalty
Brands are capitalizing on loyal fan communities, creating branded contests and immersive challenges to increase customer engagement.
02
Gamification
Brands are gamifying marketing campaigns to increase customer engagement, creating interactive challenges for customers to participate in.
03
Brand Collaborations with Movies
Brands are partnering with movie franchises to create innovative marketing campaigns that utilize the excitement and hype surrounding the movie's release.
Industry implications
What the Fandom Reward trend means for industry
Where the trend changes the playbookFor
Marketing
The field of marketing can utilize these trends to create more targeted and immersive experiences for customers.
For
Entertainment
The entertainment industry can leverage these trends to create more loyal fan communities and increase their customer base.
For
Technology
The technology industry can utilize gamification to increase engagement and loyalty in their products and services.
Trend signals
Trend signals for Fandom Reward
Trend score 4.1 out of 10, from popularity 74%, activity 43%, freshness 8%.
Popularity74%
Activity43%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Fandom Reward trend
4 featured examples from Oct 9, 2014 to Oct 16, 2015CategoryMarketing
Movie Collage Campaigns
Scotiabank's Movie Marketing Stunt Shows off Item Collages on Instagram
The entertainment industry can leverage interactive social media campaigns to promote movies, TV shows, and other forms of entertainment.
CategoryPop Culture
Felon Fandom Communities
The Orange is the New Black Fandom is Dedicated
Opportunities for TV shows, movies, and other forms of entertainment to connect with fans and build a loyal following.
CategoryMarketing
Hygienic Action Movie Campaigns
Gillette and 'Spectre' Encourage People to Have 'Bond Moments'
The personal care and grooming industry can leverage popular culture to promote their products in unique and creative ways.
CategoryMarketing
Social Fantasy Leagues
Huawei's Twitter Fantasy League Lets Users Manage Teams of Celebs
Disruptive innovation opportunities in the development of smartphones with integrated features that enhance gamification and social media experiences.
