# Immersive Fandom Brands capitalize on fandom communities to increase engagement. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Oct 8, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/immersive-fandom ## Key Figures - Trend score: 1.8/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Sep 26, 2015 to Jun 14, 2017 - Published: Oct 8, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Gamification](https://www.trendhunter.com/megatrend/gamification), [Tribalism](https://www.trendhunter.com/megatrend/tribalism) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Immersive Fandom trend ### Immersive Experiences Brands are creating gamified experiences that demand consumer engagement to increase loyalty and positive associations with their products or services. ### 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. ### 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. ## What the Immersive Fandom trend means for industry ### For 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 for Immersive Fandom Trend score 1.8 out of 10, from popularity 22%, activity 25%, freshness 8%. - Popularity: 22% - Activity: 25% - Freshness: 8% ## Examples of the Immersive Fandom trend 6 featured examples from Sep 26, 2015 to Jun 14, 2017. - [Comic Hero Tattoo Parlors](https://www.trendhunter.com/trends/harley-quinn-tattoo-parlor): SXSW 2016 is Hosting a Harley Quinn Tattoo Parlor for Visitors (Category: Marketing) Implication: Creating memorable experiences to promote new releases and engage with fans - [Disney EDM Festivals](https://www.trendhunter.com/trends/electroland): Electroland is a Music Festival in the Grounds of Disneyland Paris (Category: Lifestyle) Implication: The entertainment industry can explore opportunities to partner with DJs and EDM artists to create new events like Electroland. - [Disney Character Deck Parties](https://www.trendhunter.com/trends/marvel-day-at-sea): Disney Cruises' Marvel Day at Sea Brings Marvel Characters to Life (Category: World) Implication: Explore opportunities to create unique themed experiences on cruises to attract more families and differentiate from competitors. - [Galactic Fantasy Bars](https://www.trendhunter.com/trends/star-trek-bar): The CNE Opened a Star Trek Bar with Trivia Games to Appeal to Franchise Fans (Category: Lifestyle) Implication: The bar and nightlife industry can take advantage of popular franchises to create unique and immersive environments for fans. - [Virtual Reality Baseball Commercials](https://www.trendhunter.com/trends/virtual-reality-baseball): Gatorade Puts Fans in the Shoes of Bryce Harper (Category: Marketing) Implication: Virtual reality technology can offer new and engaging ways to create advertising content. - [Creature-Catching Game Events](https://www.trendhunter.com/trends/pokmon-go-fest): The Pokémon GO Fest Celebrates Several Milestones (Category: Tech) Implication: Gaming companies have an opportunity to leverage in-game events to celebrate milestones and increase user engagement. ## Recent trend clusters - [Festive Fusions](https://www.trendhunter.com/protrends/festive-fusions) (Lifestyle) - [Engineered Layers](https://www.trendhunter.com/protrends/engineered-layers) (Fashion) - [Embedded Intelligence](https://www.trendhunter.com/protrends/embedded-intelligence) (Tech) - [Crafted Timepieces](https://www.trendhunter.com/protrends/crafted-timepieces) (Luxury) ## 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) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Marketing](https://www.trendhunter.com/marketing)