Category
Lifestyle
Festive Fusions
Trend cluster
Category
Immersive
Fandom
Brands capitalize on fandom communities to increase engagement.
1.8
Trend score
Trend
What is the Immersive Fandom trend?
Immersive Fandom: Understanding that fan communities are some of the most dedicated, many brands have begun offering immersive and gamified fan experiences that demand consumer engagement. Superfans are willing to work for perks, and by recognizing that, brands can create a powerful, symbiotic relationship with consumers.
Trend themes
Themes within the Immersive Fandom trend
Three behaviours holding the trend together01
Immersive Experiences
Brands are creating gamified experiences that demand consumer engagement to increase loyalty and positive associations with their products or services.
02
Niche Events
Events focused on niche interests and fandoms are becoming an increasingly popular way to engage specific consumer groups and increase positive associations with brands or franchises.
03
Augmented Reality/Projection Mapping
Projection mapping and augmented reality are allowing brands to create more immersive and dynamic experiences for consumers, promoting deeper engagement with their products or services.
Industry implications
What the Immersive Fandom trend means for industry
Where the trend changes the playbookFor
Entertainment
Immersive experiences, niche events, and augmented reality/projection mapping are all trends in the entertainment industry as brands seek to provide unique and engaging experiences for their customers.
For
Tourism/Hospitality
Creating events and experiences that appeal to specific niches, and providing unique and memorable experiences for guests, are key trends in the tourism and hospitality industries.
For
Marketing/Advertising
Gamified experiences, immersive events, and projection mapping/augmented reality are all trends in marketing and advertising as brands seek to create engaging campaigns and build positive associations with their products or services.
Workshop question
How could you reward your most engaged consumers to make them advocates for your brand?
Trend signals
Trend signals for Immersive Fandom
Trend score 1.8 out of 10, from popularity 22%, activity 25%, freshness 8%.
Popularity22%
Activity25%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Immersive Fandom trend
6 featured examples from Sep 26, 2015 to Jun 14, 2017CategoryMarketing
Comic Hero Tattoo Parlors
SXSW 2016 is Hosting a Harley Quinn Tattoo Parlor for Visitors
Creating memorable experiences to promote new releases and engage with fans
CategoryLifestyle
Disney EDM Festivals
Electroland is a Music Festival in the Grounds of Disneyland Paris
The entertainment industry can explore opportunities to partner with DJs and EDM artists to create new events like Electroland.
CategoryWorld
Disney Character Deck Parties
Disney Cruises' Marvel Day at Sea Brings Marvel Characters to Life
Explore opportunities to create unique themed experiences on cruises to attract more families and differentiate from competitors.
CategoryLifestyle
Galactic Fantasy Bars
The CNE Opened a Star Trek Bar with Trivia Games to Appeal to Franchise Fans
The bar and nightlife industry can take advantage of popular franchises to create unique and immersive environments for fans.
CategoryMarketing
Virtual Reality Baseball Commercials
Gatorade Puts Fans in the Shoes of Bryce Harper
Virtual reality technology can offer new and engaging ways to create advertising content.
CategoryTech
Creature-Catching Game Events
The Pokémon GO Fest Celebrates Several Milestones
Gaming companies have an opportunity to leverage in-game events to celebrate milestones and increase user engagement.
