From celebrity advocacy to fandom advocacy: Harness the power of participatory fandom culture
On February 4, 1962, internationally renowned actor and comedian Danny Thomas founded the nonprofit St. Jude Children’s Research Hospital. Utilizing his celebrity status and extensive connections within the entertainment industry, Danny organized fundraising events and enlisted the support of fellow celebrities to raise public awareness and financial resources for the hospital’s mission of treating pediatric cancer and other life-threatening diseases (Stjude.org, 2023). Over time, the hospital has evolved into the world’s leading pediatric cancer research facility and currently ranks as America’s third largest healthcare charity. It has maintained continuous collaboration with more than 200 celebrity partners and supporters (Looktothestars.org, 2023). Danny Thomas’s work with St. Jude stands as one of the earliest and most well-documented instances of highly successful collaborations between a celebrity and a nonprofit in the modern era.
Science Direct / PR Relations Review - Baobao Song, Minhee Choi
How do fandom types differ? A taxonomy of K-pop fandom with network embedding
Since fandom as a distinctive customer group known for their exceptional loyalty and profitability has increasingly gained influence, fandom marketing has become crucial for the success of businesses. However, there is a lack of quantitative methods to identify and classify different types of fandoms. This study proposes a network embedding-based approach to identifying different types of fandoms. The proposed approach is applied to the K-pop industry, which has experienced remarkable growth due to its fandom. A fandom of a K-pop artist is captured as a network of Twitter users based on their mention relationships
Science Direct / Entertainment Computing
Sports fandom in the metaverse: marketing implications and research agenda
The metaverse is transforming how sports fans consume sports, express their fandom, and interact with sports brands representing professional sports leagues, teams and athletes. However, scholars and practitioners lack an understanding of how sports brands can effectively appeal to their fans using the metaverse. This conceptual study aims to address this gap by combining marketplace evidence and extant research through the lens of social identity theory. The study suggests that sports brands should engage their fans in the metaverse by offering exclusive experiences that strengthen fans’ identification as a fan, facilitating opportunities for fans to demonstrate their fandom and reinforce their association with the fan community, and fostering immersive experiences that enable fans to interact with each other and the sports brand. This study outlines several potential areas for future research based on three themes, namely experiences, personalization, and inclusivity. By addressing these areas, sports brands can better understand and optimize their engagement strategies with fans using the metaverse.
Springer Nature Link / Ellen Schmidt-Devlin & Raeesah Chohan
Cannes Lions Retrospective: 3 Reasons Why Fandom Can Be a Marketer's Superpower
CANNES, France 2024 —Brands whose marketing strategies overlook fan communities are leaving their most valuable audiences untapped, executives shared at a group chat on Monday at ADWEEK House in Cannes. Michael Sugar, CEO and founder of Sugar23, moderated the panel, which included Alyssa Buetikofer, vice president and CMO of McDonald’s Canada, and Stephanie Fried, the CMO of Fandom. The executives discussed the power of connecting with audiences in fan communities and through online forums surrounding sports, entertainment, music and gaming. All three executives are well-versed in the subject. Sugar, an Oscar-winning producer, has been recently helping brands connect with popular celebrities who inspire fandoms.
AD Week
Fandom and marketers: Here’s what the numbers say
From pop stars to sports, fandoms can be a great benefit to marketers, but not without risks, according to a recent Kearney report.
Marketingdive.com/Kearney
Here’s How Fandom Marketing Can Power Your Global Strategy
Embracing Fan Culture - As brands continue to recognize the power of fandoms, we’re likely to see more campaigns that celebrate fandom creativity, blending branded experiences with the unique passions of these dedicated communities. This evolution in marketing makes fandoms an invaluable asset for brands looking to build meaningful, long-lasting relationships with consumers.
Sociallypowerful.com
Fandom is no longer a niche, as 3-in-5 Aussies consider themselves fans.
In an age where passive impressions are losing their power, with 70% of media investment reportedly wasted on attention that doesn’t last beyond two seconds, Snack Drawer identifies fandom as a potent, underutilised force for brands seeking to build true cultural relevance.
Snack Drawer / Campaign Brief
Different fans express their fandom in different ways - Sports and Entertainment: Key insights on fandom, betting, media, and more..
The ways we spend our free time are changing amidst generational shifts, technological innovation, and more. Read on for a closer look at Ipsos’ exclusive data on sports and entertainment.
IPOS
Study of influencers in the pharmaceutical field and connection with their audience
Through a methodology based on content analysis, the publications and reactions of the main pharmaceutical-themed profiles on TikTok are examined, delving into the communication resources, interaction strategies and topics with which they connect with their audience. The results reveal that, unlike other digital spaces, which are more prone to tension and confrontation, pharmaceutical influencers can openly expose their experience and professional opinion, and also demonstrate their mastery of the technical resources offered by TikTok to create informative videos about health.
Mediterranean Journal of Communication (MJC) / Revista Mediterránea de Comunicación (RMC)
Healthcare Fandom: How to Boost Engagement by Creating Fans
There is a clear need for "fan building" in healthcare. "Fans" are a critical engagement component of most industries; so how can healthcare remain the exception as it strives to be more consumer friendly? This book postulates that to have better (or more engaged) consumers in healthcare, we need to strive to build fans, followers, and friends.
First, readers are initiated to the complexities in healthcare and necessary mindset changes to create fans and sustained engagement. Second, a model based on best practices from consumer disciplines provides a blueprint for building healthcare fans. Third, possible applications for Fandom in healthcare are illustrated with tools and templates to get leaders started on their journey for transformative engagement through Fandom.
It incorporates wisdom based on interviews and discussions with healthcare leaders so Healthcare Fandom can become the oxygen needed for sustained healthcare engagement.
Purchase Here from Google books. Auth: Christina Speck
