{"id":12930,"date":"2022-11-03T18:08:10","date_gmt":"2022-11-03T12:38:10","guid":{"rendered":"https:\/\/academy.winnerbrands.in\/?p=12930"},"modified":"2022-11-03T18:08:10","modified_gmt":"2022-11-03T12:38:10","slug":"marketing-fandoms-from-what-to-wow","status":"publish","type":"post","link":"https:\/\/winnerbrands.in\/brand-opinions\/marketing-fandoms-from-what-to-wow\/","title":{"rendered":"Marketing to Fandoms: From WHAT? To WOW!"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"12930\" class=\"elementor elementor-12930\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e516b91 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e516b91\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-069c22c\" data-id=\"069c22c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-13bc353 elementor-widget elementor-widget-text-editor\" data-id=\"13bc353\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>This is part of an ongoing series of FreeFlowing articles penned by guest authors. Our guest author for the day is Vineet Kanabar.<\/p><p>Vineet Kanabar is a creator among marketers and a marketer among creators. He\u2019s led marketing teams at Startups and MNCs, built content marketing strategies &amp; capabilities and delivered 100s of millions of views across branded and editorial content. Vineet hosts the business of entertainment podcast, Story Tellers &amp; Story Sellers. Currently, he is the Content Marketing lead at Spotify India.<\/p><p>Let\u2019s see what he has to say about marketing to fandoms.<\/p><p>[The content below is contributed by our guest author: Vineet Kanabar. You can read more about him on his Linkedin profile <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.linkedin.com\/in\/vineet-kanabar-384a0214\/\" target=\"_blank\" rel=\"noopener\">here<\/a><\/span>]<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dc6298a elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"dc6298a\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9f35cb0 elementor-widget elementor-widget-text-editor\" data-id=\"9f35cb0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>It\u2019s 2022 and there\u2019s almost zero chance of a marketing brief being written without the words \u201cpop-culture\u201d in it, so much so that Dr. Kotler is planning to make it the 8th P of marketing (this is a joke). As marketers get more obsessed with their brands being seen as authentic and with-it and hip to the lingo with every passing dance challenge on Reels, the view of the consumer we are addressing has evolved. From dealing with customers, or consumers, we\u2019re now focused on attracting the attention of fans &amp; fandoms, sometimes even without realizing it.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bcf5b45 elementor-widget elementor-widget-heading\" data-id=\"bcf5b45\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">What are Fandoms?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1980748 elementor-widget elementor-widget-text-editor\" data-id=\"1980748\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Fandoms, as the name suggests, are groups of people, online &amp; offline, who share a passion and are fans of an artist, performer, team, brand or a series. Communities of fans = a Fandom.<\/p><p>Any cultural artifact with enough dedicated fans can accrue a fandom &#8211; examples include music fandoms like K-Pop fans who are obsessed with the Korean wave of pop music, and allied content (see also Swifties for Taylor Swift, or Beyhive for Beyonce), or Sneakerheads who are clued into sneaker culture, tracking every drop and driving up demand. There are the Potterheads, and the Tolkien-verse fans, and those delving deep into the ever expanding mythology of Star Wars.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4261139 elementor-widget elementor-widget-image\" data-id=\"4261139\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1200\" height=\"675\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/11\/Marketing-to-Fandoms-1.jpg\" class=\"attachment-full size-full wp-image-12933\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/11\/Marketing-to-Fandoms-1.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/11\/Marketing-to-Fandoms-1-300x169.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/11\/Marketing-to-Fandoms-1-1080x608.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/11\/Marketing-to-Fandoms-1-768x432.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4e6a22a elementor-widget elementor-widget-text-editor\" data-id=\"4e6a22a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Closer to home, in India, we have the three Khans with their legendary fandoms perpetually engaged in one-upmanship on social media, or the legion that is dedicated to the worship of the one and only Rajnikanth. Rajnikanth\u2019s fandom has spread far and wide, with dedicated followers even in Japan. With the explosion in creator culture, there is an emerging fandom for each major creator across platforms &#8211; from Tanmay Bhat, Bhuvan Bam &amp; CarryMinati with legions of young male fans across India\u2019s big &amp; small towns, to those in kitchens across the country who swear by Madhura or Kabita or other emerging cooking creators.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8798be4 elementor-widget elementor-widget-image\" data-id=\"8798be4\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1200\" height=\"676\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/11\/Marketing-to-Fandoms-2.jpg\" class=\"attachment-full size-full wp-image-12932\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/11\/Marketing-to-Fandoms-2.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/11\/Marketing-to-Fandoms-2-300x169.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/11\/Marketing-to-Fandoms-2-1080x608.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/11\/Marketing-to-Fandoms-2-768x433.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e21a62b elementor-widget elementor-widget-text-editor\" data-id=\"e21a62b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Fan communities surround us &#8211; from large, mainstream groups of people consuming popular media, to niche collectors of merchandise and trivia, to superfans dedicated to creating fan-content around the objects of their fandoms. Through this act of creation, these communities are able to create their own language, cultural events, references and economies. A deeper understanding and appreciation for the internal cultural dialogue of these fandoms is required reading for any brand trying to make it with them. This is the ticket to pop-culture.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d9908ad elementor-widget elementor-widget-heading\" data-id=\"d9908ad\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Why should brands engage with Fandoms?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eb1b685 elementor-widget elementor-widget-text-editor\" data-id=\"eb1b685\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>1) Fandoms are highly targetable, providing the perfect niche at scale for brands<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7a81c39 elementor-widget elementor-widget-text-editor\" data-id=\"7a81c39\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Fandoms are usually segregated by demographic factors &#8211; with high concentration in certain age groups, or locations. This immediately makes fandoms easily targetable with the right kind of messaging and content. This also creates the perfect storm of earned media driven curiosity &#8211; the elusive word of mouth that brands crave.<\/p><p>TVF\u2019s Tripling with Tiago: A great example here is the brand web-series format that many brands have relied on to create stellar messaging &amp; driven business results from within fandoms. In 2016, Tata Motors came out with the Tiago. While the car was loaded with features, the rub-off from the Tata Motors brand meant that 25 year old first time car buyers did not consider a TML vehicle in their top 5. Simply put, Tata Tiago was not a cool car. Yet.<\/p><p>Enter The Viral Fever, and with it the 20mn strong fandom for the creator brand. Tata Motors integrated the Tiago in the first season of TVF Tripling, with stellar results. The super-hit web-series helped the brand target their core demographics, who were also fans of TVF &#8211; young, tech-forward, first-jobbers who would consider buying a car in the next few years. The show reflected TVF\u2019s cool positioning on to the Tiago, lifting consideration for the car by 37% and purchase intent by 19% in HSM markets. By the end of the year, Tata Tiago had broken into the top 10 passenger vehicles by sales numbers.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e79fcdc elementor-widget elementor-widget-video\" data-id=\"e79fcdc\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=MfKNEC9xcE8&quot;,&quot;yt_privacy&quot;:&quot;yes&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-video .elementor-widget-container{overflow:hidden;transform:translateZ(0)}.elementor-widget-video .elementor-wrapper{aspect-ratio:var(--video-aspect-ratio)}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{height:100%;width:100%;display:flex;border:none;background-color:#000}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-wrapper{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .elementor-open-inline .elementor-custom-embed-image-overlay{position:absolute;top:0;right:0;bottom:0;left:0;background-size:cover;background-position:50%}.elementor-widget-video .elementor-custom-embed-image-overlay{cursor:pointer;text-align:center}.elementor-widget-video .elementor-custom-embed-image-overlay:hover .elementor-custom-embed-play i{opacity:1}.elementor-widget-video .elementor-custom-embed-image-overlay img{display:block;width:100%;aspect-ratio:var(--video-aspect-ratio);-o-object-fit:cover;object-fit:cover;-o-object-position:center center;object-position:center center}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-custom-embed-image-overlay{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-custom-embed-image-overlay img{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .e-hosted-video .elementor-video{-o-object-fit:cover;object-fit:cover}.e-con-inner>.elementor-widget-video,.e-con>.elementor-widget-video{width:var(--container-widget-width);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8926eba elementor-widget elementor-widget-text-editor\" data-id=\"8926eba\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>2) Fandoms are loyal &#8211; if you take care of the fans, they take care of your brand<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-604f9f4 elementor-widget elementor-widget-text-editor\" data-id=\"604f9f4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The collective influence of fandoms far outweighs anything that brands can do via advertising. Being essentially collective in nature, fandoms act out of loyalty and this can tip the scales in the favour of brands when done right. KPop fandoms are known to be remarkably loyal &#8211; affecting everything from <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.insider.com\/blackpink-fans-blinks-trend-blacklivesmatter-sour-candy-lady-gaga-chromatica-2020-5\" target=\"_blank\" rel=\"noopener\">#BlackLivesMatter<\/a><\/span> to <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.theguardian.com\/us-news\/2020\/jun\/21\/trump-tulsa-rally-scheme-k-pop-fans-tiktok-users\" target=\"_blank\" rel=\"noopener\">stopping a Trump Rally<\/a><\/span>.<\/p><p>One of the most exciting brand ripples came from Rick and Morty fans for McDonald\u2019s. The show featured a sauce that McDonald\u2019s had discontinued in 1998. On the release of the episode in 2020, fans demanded that McDonald\u2019s bring back the Schezwan sauce, proceeding to buy it up in minutes.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3a24059 elementor-widget elementor-widget-video\" data-id=\"3a24059\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=Q6dJG1uOmN4&quot;,&quot;yt_privacy&quot;:&quot;yes&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-806305c elementor-widget elementor-widget-text-editor\" data-id=\"806305c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Recently, Amazon has gone the fandom loyalty building route for the launch of the Lord of the Rings: Rings of Power series. The following video traces the journey of a fan, from reading the first pages of the epic fantasy legendarium, to finding his own people by way of fandom. Amazon appears 5 times in the film, as the enabler of these fandoms, speaking to the loyalty of fans.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c0f87ca elementor-widget elementor-widget-video\" data-id=\"c0f87ca\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=mRyQvlnMUX0&amp;t=4s&amp;ab_channel=PrimeVideoIndia&quot;,&quot;yt_privacy&quot;:&quot;yes&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d298db8 elementor-widget elementor-widget-text-editor\" data-id=\"d298db8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>3) Shaping culture with fandoms humanizes brands in a way advertising just can\u2019t<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e46eec1 elementor-widget elementor-widget-text-editor\" data-id=\"e46eec1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>In 2022, it is not a mystery that brands are run by people, for people. Fandoms provide the context and a thriving ground that gives brands the opportunity to be human, to communicate with realness &amp; authenticity and to participate in what is of shared importance: fan culture. Engaging with fandoms provides a brand the unique opportunity to extend the brand\u2019s universe into those of fandoms. And that leads to creating fans of the brand itself!<\/p><p>It&#8217;s also important to establish the relationship between investing in this effort and ensuring that the brand\u2019s business goals reflect in the engagement. A variety of brands have attempted this but very few have really cracked the code of how to do this with remarkable consistency. Zomato is an outlier in India with a strong case for being in most fandoms &#8211; from cricket, to food, to festivals, to music and movies and beyond [read more about Zomato&#8217;s brilliant content game <span style=\"text-decoration: underline;\"><a href=\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/how-zomato-delivers-great-content-every-time\/\" target=\"_blank\" rel=\"noopener\">here<\/a><\/span>]. Zomato\u2019s need to be top of mind feeds well into their fandom engagement strategy &#8211; they have three daily opportunities to transact: breakfast, lunch and dinner &#8211; and even an owned tweet or piece of social content playing up to several overlapping active fandoms can trigger these transactions.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e6689d4 elementor-widget elementor-widget-heading\" data-id=\"e6689d4\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">WOW! How do brands approach marketing to fandoms?\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a29120d elementor-widget elementor-widget-text-editor\" data-id=\"a29120d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>In their collective efforts to shape their own identity around the fan cultures they subscribe to, constituent fans seek merchandise, access or content about their fandoms. Brands must project the appropriate messaging while providing their fandoms with merchandise (identity), access (insider info) or content (entertainment).<\/p><p>To ascertain which kind of tactics to adopt, a great tool is the fan engagement ladder, with a doff of the hat to Roger Hart\u2019s Ladder of Children\u2019s Participation. The fan engagement ladder is a framework of fan attitudes and behaviours based on their level of participation in the fandom. The fan engagement ladder provides a shorthand to building strategies for marketing to fandoms. The ladder uncovers the building blocks of the fan eco-system &#8211; to identify advocates, artifacts, trends and content that matter to fandoms relevant to the brand.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-12e4821 elementor-widget elementor-widget-image\" data-id=\"12e4821\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"731\" height=\"502\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/11\/Marketing-to-Fandoms.png\" class=\"attachment-full size-full wp-image-12934\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/11\/Marketing-to-Fandoms.png 731w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/11\/Marketing-to-Fandoms-300x206.png 300w\" sizes=\"(max-width: 731px) 100vw, 731px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d9355e2 elementor-widget elementor-widget-text-editor\" data-id=\"d9355e2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Using the fandom ladder, brands can better define their engagement with a fandom. Seeing a rise in K-Pop fans among your target audience, perhaps your brand can ride the wave and create content that brings the fandom to more of your consumers. Research showing that your target audience comprises of a increasing number of European football fans &#8211; perhaps a long-term partnership with a relevant sports fandom is to be considered to deepen the brand love and drive repeat purchase from your core audience.<\/p><p>The word \u201cshibboleth\u201d means a distinguishing custom or belief that sets a particular culture apart from others. The word is biblical, and comes from the story of a war between the Ephraimites &amp; the Gileadites. The Ephraimites had invaded Gilead, but the Gileadites had cut off their invaders route back home. When the Ephraimite army sought to cross the Jordan river, the Gileadite sentries asked each soldier to pronounce the word \u201cshibboleth\u201d. The Ephraimites couldn\u2019t very well pronounce the \u201csh\u201d sound so it sounded like \u201csibboleth\u201d &#8211; a dead giveaway that the soldier was from the aggressor army &#8211; they were swiftly rounded up and executed.<\/p><p>This macabre history lesson is a great example of how cultures build codes to keep outsiders out. Fandoms with their internal lingo, logics and collectivism may seem like a daunting prospect when it comes to marketing to them. Projecting \u201cbeing an insider\u201d is a motif that brands aspire to. Luckily, fandoms are not amorphous monoliths and studies about fan cultures have given us this remarkable framework that is a great tool for brands seeking inroads into any fandom.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bfade75 elementor-widget elementor-widget-heading\" data-id=\"bfade75\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Recommended Content\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-71d0e33 elementor-widget elementor-widget-text-editor\" data-id=\"71d0e33\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>1) Being Bhaijaan: Exploring masculinity through small town men and their love for Salman Khan. Screened at Bangalore, Delhi, Kathmandu, Mumbai, New York and Prague, among others. <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.youtube.com\/watch?v=GsKMcPPMk9Q\" target=\"_blank\" rel=\"noopener\">https:\/\/www.youtube.com\/watch?v=GsKMcPPMk9Q<\/a><\/span><br \/><br \/>2) Story Tellers Story Sellers &#8211; TechnoGamerz on growing his game-streaming fandom<br \/><span style=\"text-decoration: underline;\"><a href=\"https:\/\/open.spotify.com\/episode\/1qGjQv4FjZlbBbGZdjkJ1M?si=f071162161e540b4\" target=\"_blank\" rel=\"noopener\">https:\/\/open.spotify.com\/episode\/1qGjQv4FjZlbBbGZdjkJ1M?si=f071162161e540b4<\/a><\/span> <br \/><br \/>3) Superstar Rajinikanth\u2019s Japanese Superfan: Yasuda Hidetoshi\u2019s tryst with Rajinikanth\u2019s movies also began with Muthu, released in Japan as Muthu-The Dancing Maharaja. Yasuda is one of Rajinikanth&#8217;s biggest fans; running a Japanese fan site dedicated to the superstar, travelling to Chennai for the release of every new Rajinikanth movie, organising events that celebrate the superstar\u2019s birthday and new movie release in Japan with other fans.<br \/><span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.youtube.com\/watch?v=GrlDaDDKPrI\" target=\"_blank\" rel=\"noopener\">https:\/\/www.youtube.com\/watch?v=GrlDaDDKPrI<\/a><\/span><\/p><p>4) ESPN &amp; The Revolution of Sports Marketing &#8211; The Young Influentials<br \/><span style=\"text-decoration: underline;\"><a href=\"https:\/\/open.spotify.com\/episode\/0Kqd9e1xZGLr44SLVKgr52?si=99dd90801d8d4536\" target=\"_blank\" rel=\"noopener\">https:\/\/open.spotify.com\/episode\/0Kqd9e1xZGLr44SLVKgr52?si=99dd90801d8d4536<\/a><\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa5e094 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa5e094\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>This is part of an ongoing series of FreeFlowing articles penned by guest authors. Our guest author for the day is Vineet Kanabar. Vineet Kanabar is a creator among marketers and a marketer among creators. He\u2019s led marketing teams at Startups and MNCs, built content marketing strategies &amp; capabilities and delivered 100s of millions of [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":12932,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing to Fandoms: From WHAT? To WOW! - WinnerBrands - Helping brands leverage the power of top marketing talent<\/title>\n<meta name=\"description\" content=\"From dealing with customers, or consumers, we\u2019re now focused on attracting the attention of fans &amp; fandoms. 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