# Fandom Reward Brands appeal to specific fan bases for increased consumer loyalty. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Feb 18, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/fandom-reward ## Key Figures - Trend score: 4.1/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Oct 9, 2014 to Oct 16, 2015 - Published: Feb 18, 2015 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Gamification](https://www.trendhunter.com/megatrend/gamification), [Experience](https://www.trendhunter.com/megatrend/experience), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Fandom Reward trend ### Fandom Loyalty Brands are capitalizing on loyal fan communities, creating branded contests and immersive challenges to increase customer engagement. ### Gamification Brands are gamifying marketing campaigns to increase customer engagement, creating interactive challenges for customers to participate in. ### 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. ## What the Fandom Reward trend means for industry ### For 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 for Fandom Reward Trend score 4.1 out of 10, from popularity 74%, activity 43%, freshness 8%. - Popularity: 74% - Activity: 43% - Freshness: 8% ## Examples of the Fandom Reward trend 4 featured examples from Oct 9, 2014 to Oct 16, 2015. - [Movie Collage Campaigns](https://www.trendhunter.com/trends/movie-marketing): Scotiabank's Movie Marketing Stunt Shows off Item Collages on Instagram (Category: Marketing) Implication: The entertainment industry can leverage interactive social media campaigns to promote movies, TV shows, and other forms of entertainment. - [Felon Fandom Communities](https://www.trendhunter.com/trends/orange-is-the-new-black-fandom): The Orange is the New Black Fandom is Dedicated (Category: Pop Culture) Implication: Opportunities for TV shows, movies, and other forms of entertainment to connect with fans and build a loyal following. - [Hygienic Action Movie Campaigns](https://www.trendhunter.com/trends/bond-moments): Gillette and 'Spectre' Encourage People to Have 'Bond Moments' (Category: Marketing) Implication: The personal care and grooming industry can leverage popular culture to promote their products in unique and creative ways. - [Social Fantasy Leagues](https://www.trendhunter.com/trends/twitter-fantasy-league): Huawei's Twitter Fantasy League Lets Users Manage Teams of Celebs (Category: Marketing) Implication: Disruptive innovation opportunities in the development of smartphones with integrated features that enhance gamification and social media experiences. ## Recent trend clusters - [Automated Upkeep](https://www.trendhunter.com/protrends/automated-upkeep) (Tech) - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Autumn Teasers](https://www.trendhunter.com/protrends/autumn-teasers) (Business) - [Ambient Assistance](https://www.trendhunter.com/protrends/ambient-assistance) (Tech) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Marketing](https://www.trendhunter.com/marketing)